Page 76 - The EDIT | Q1 2017

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Ideas
We were also lucky to have a client who was able to take on board these learnings and let them shape a consistent direction for our work. As a result, the whole process felt like a really collaborative journey whereby we were all building on our learnings together piece by piece.
By the time we mentioned a partnership with The Voice, it already made so much sense.
Why do you think the idea will win?
From being able to vote live
via the Google app itself, to TV and social activity that cleverly responds to live programming as it happens, I think it’s the real- time nature of the campaign that really stands out.
Not only did this enable our creative partners to be really clever and contextual with our ads, it also made the Google app feel like an extension that enriched the show experience itself rather than just another advertiser slapping their logo on something.
What was the driving insight behind the idea?
Despite more than 2 million downloads of the Google app, most people had forgotten to use it and were defaulting to old habits of visiting google.com.au. Our challenge was therefore
to change this behaviour by getting people to instead use the Google app.
Quite simply, the best way to change someone’s behaviour is to get that person to experience what you want them to adopt.
Trying something first hand has a much stronger chance of converting into new habits.
This underpinned our reasons
for integrating with The Voice as there was opportunity for us to integrate the live voting platform directly into the Google app, providing hundreds of thousands of viewers an easier way to vote for their favourite contestants on the show by directly experiencing the ease and simplicity of the Google app.
Looking back, what was the key moment in developing the idea – why was it so crucial?
As this was something we built up to, there was no definitive “aha” moment per se, but
rather multiple moments when we pieced together previous campaign learnings that gradually directed us towards our latest partnership.
Over the years, strategy has worked closely with planning
in compiling cross-platform
post campaign learnings really focused on creating clear actions for what we should and shouldn’t do in subsequent campaigns.
PCA’s that identify clear and directional cross-channel macro learnings are crucial for this process to work as they ladder up as consistent support for strategy to make its case.
What do you do to stimulate your own personal creativity?
I often like reading random blogs or articles that spiderweb my mind into different perspectives around a topic. One of my favourite tricks is toying with words on Urban
Dictionary as it often enlightens me to think creatively in an entirely different light.
One time I was working on a strategy for Unilever Cup a Soup which is the ultimate winter warmer snack. I discovered
that according to the Urban Dictionary, a winter warmer refers to a person who enters into a temporary relationship over the winter season and then emerges single in the summertime.
Sure this was a little crazy, but it inspired all kinds of different ideas to help stretch creative thinking — perhaps we could do a Tinder integration helping Aussie singles find their winter warmer with Cup a Soup? Who knows....
What advice would you give
to PHDers looking to enter upcoming PHD’s Light Awards?
Before you write your entry, sit down and identify your strongest results and the shiniest bit of innovation that is going to sell your entry. Once you have this work backwards and identify how best to tell the story. I often find
it really helps to bullet point in no more than one sentence the challenge, insight and idea as it just gives a real sense of clarity when building the story later.
Aside from this, try not to overthink it — just get it on paper and go from there.
Mitch Long PHD Australia
THE EDIT ISSUE 05 | Q1 2017