GOOGLE VOICE SEARCH|短视频|广告营销案例【ADGuider广告指南】

谷歌语音搜索

案例简介：结果和有效性结果证明了对细节的关注得到了回报: 活动认知度是户外平均水平的三倍多。这项运动成为了一个话题: 超过四分之一的受访者表示，他们积极与某人谈论这项运动。但最重要的是，人们改变了他们的行为: 谷歌在伦敦搜索 “语音搜索” 的比例比全国其他地区增加了一倍多 -- 其中最大的比例来自智能手机 -- 这确保了谷歌实现了这款产品的发布目标。创意执行通过利用数字的关键力量 -- 超相关背景 -- 并将其与户外的规模和无处不在结合起来，我们做了一些以前从未做过的事情: 一个广播的户外活动，每一个创造性的执行都与它运行的海报网站相关。我们放大了伦敦每一个可用的个人海报网站，并使用谷歌地图绘制了附近有趣的机构。由此产生的数据库变成了创意简报。因此，精确的媒体环境明确地通知了创造性的执行。在平方英里的海报上写着 “步行看 wun-hun-dred”。体育场外的地点有 “利特尔 skohrz”。贝克街的网站上有 “舒尔-洛克 · 霍姆兹”，难以发音的网站上有语音拼写作为副本…… 总共有 150 张定制的十种不同海报格式的副本, 相当于英国有史以来最复杂的户外运动。见解、战略和想法谷歌要求我们计划推出新的 “语音搜索” 智能手机技术。核心见解在于一个矛盾: 谷歌是最无所不在的日常品牌，但它被认为有点冷漠和遥远。我们需要在品牌中展示一些智慧和热情，同时让人们做一些不同的广告。广告公司 (BBH) 正在利用语音技术将语音搜索产品的好处付诸实践的创造性思维。我们的关键贡献是在这一基础上再接再厉，让每一份拷贝都与它被消费的环境相关。这不仅给语音谜题带来了更好的回报，给交流增加了一定程度的温暖，而且意味着媒体环境决定了活动中每个海报网站的创意内容。

谷歌语音搜索

案例简介：Results and Effectiveness The results proved the attention to detail paid off: Campaign recognition was over three times the outdoor average. The campaign became a topic of conversation: more than a quarter of people surveyed said they actively spoke to someone about the campaign. But most importantly people changed their behaviour as a result: Google searches for “voice search” in London more than doubled versus the rest of the country – the biggest proportion coming from smart phones - ensuring Google hit their launch targets for this product. Creative Execution By taking a key strength of digital – hyper relevant context - and marrying it with the scale and ubiquity of outdoor we did something that had never been done before: a broadcast outdoor campaign where every creative execution was relevant to the poster site that it ran on. We zoomed in on every available individual poster site in London, and using Google maps plotted the interesting institutions in the immediate environs. The resultant database became the creative brief. As such, the precise media context explicitly informed the creative execution. Posters in the Square Mile ran “foot-see wun-hun-dred”. Sites outside stadia carried “ley-tist skohrz”. Sites at Baker Street carried “Shur-lok Hoemz” Difficult to pronounce stations carried the phonetic spelling as the copy …in total 150 pieces of bespoke pieces of copy across ten different poster formats, amounting to the most complex outdoor campaign ever in the UK. Insights, Strategy and the Idea Google asked us to plan the ATL launch of their new ‘voice search’ smart phone technology. The core insight lay within a contradiction: Google is the most omnipresent and everyday brand but it is perceived as being a little cold and distant. We needed to show some wit and warmth in the brand, while getting people to do something different as a result of the advertising. The advertising agency (BBH) were playing with the creative thought of using phonetics to bring the voice search product benefit to life. Our pivotal contribution was to build on this by making every piece of copy relevant to the context in which it was consumed. Not only did this add a level of warmth to the communications by giving the phonetic puzzle a better pay off but it meant that the media context dictated the creative content for each poster site in the campaign.