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全球MGDI
案例简介：为什么这项工作与媒体相关？ 2018年，我们知道我们必须在拥挤的市场中取得突破，并改变消费者对Google Assistant品牌的看法，因此我们在美国发起了一场完全整合的活动，并在其他9个国家/地区深思熟虑地翻译了该策略和创意，并认真注意文化细微差别，以便在每个市场中相关。在大型媒体时刻，我们通过电视广告进入了高可见度的时刻，在高调的地点创建了标志性的外出活动，并为现场观众提供了大规模的激活。我们还在数字和社交方面进行了更多的上下文参考。 背景 作为数字助理类别的较晚进入者，Google assistant必须以积极增长的用户群，现有的市场份额以及已经建立的品牌形象赶上首次进入市场的竞争对手。虽然消费者熟悉Siri和Alexa等品牌，但谷歌需要推出其数字助理，教人们为什么它是市场上最有用的，并传达为什么它是下一个必备的谷歌产品。 我们的目标是提高人们的独立意识，增加使用率并改变消费者对Google品牌本身的看法，从不仅从Google搜索中获得答案，还可以通过Google助手完成工作。 描述创意/见解 (投票30%) 我们创建了一个主题广告系列: “让谷歌做到这一点”，它的语言和设计都很大胆，旨在为整个谷歌助手平台创造一个清晰、自信的动力。 我们将创意集中在需要免提帮助的日常时刻，因为我们希望消费者了解语音优先技术如何适应他们的日常生活。我们不想描绘完美的生活，所以我们反映了这样一个事实，生活可能会有点混乱，让我们以一种相关的方式展示谷歌助手的好处。 我们在美国推出，不久之后，我们在全球范围内扩展，在其他9个国家推出了我们的品牌国歌。我们通过明星般的合作伙伴关系扩大了我们的信息，进入了大型媒体时刻，并在两种知名媒体以及更多定制的数字和社交信息中展示了创意。 描述策略 (投票20%) 我们首先对数字助理类别进行研究，以了解人们如何看待它们。我们发现，虽然人们对数字助理可以提供的潜在好处感兴趣，但他们并不熟悉这种与技术互动的新方式。但是，有一件事很清楚: 在我们日益忙碌的生活中，每个人都可以使用一点免提帮助。 尽管我们很高兴展示助手支持的设备的生态系统，但我们也了解了我们在全球Android设备上的可用性，并强调Google Assistant可以在随身携带的设备上帮助用户成为他们忙碌的生活方式的一部分。 在市场上，我们在大型媒体时刻和每个市场中标志性的外出活动中出现在电视广告中。我们通过社交扩展了广告系列，与现场观众一起创建了激活，并通过数字上下文消息支持了广告系列。 描述执行 (投票20%) 我们在美国发起了一场多波运动，首先发布了 “让谷歌做到” 的信息，然后关注跨设备的关键用例。同时，我们将努力扩展到其他九个主要市场: 印度，日本，韩国，印度尼西亚，英国，德国，法国，意大利和巴西。 为了在全球范围内产生影响，我们需要与我们所交谈的各个国家和文化相关，因此我们利用了当地的见解，例如印度尼西亚的Panag美食 (用手吃掉)。 我们利用了大型媒体时刻，例如NBA总决赛和法国世界杯。我们接管了每个市场上备受瞩目的外出网站，制作了以本地和全球明星为特色的电视广告，并将广告活动扩展到数字和社交平台。我们甚至创建了独特的激活，例如在日本启用Google助手的鬼屋。 列出结果 (投票30%) 到2018年结束时，我们已经建立了每个市场独有的集成广告系列。该活动推动了整个市场的25% 增长，在整个市场上获得了15点的独立意识，并在全球范围内观看了20亿多个视频观看次数。然而，最值得注意的是，我们成功地在10个不同的国家发出了一个明确的信息: 让谷歌做到这一点。通过这样做，我们创建了一个品牌形象，这无疑是谷歌助手。
全球MGDI
案例简介：Why is this work relevant for Media? In 2018, we knew we had to breakthrough in a crowded market and shift consumer perceptions about the Google Assistant brand, so we launched a fully integrated campaign in the US and thoughtfully translated the strategy and creative across nine other countries, paying careful attention to cultural nuances in order to be relevant in each market. We leaned into high visibility moments with TV commercials during big media moments, created iconic out-of-home in high profile locations as well as large scale activations for live audiences. We also layered in much more contextual references in both digital and social. Background As a late entrant to the digital assistant category, Google Assistant had to catch up to first-to-market competitors with actively growing user bases, existing market share, and an already well-established brand presence. While consumers were familiar with brands like Siri and Alexa, Google needed to introduce its digital assistant, teach people why it is the most helpful on the market and convey why it is the next must-have Google product. Our goals were to drive unaided awareness, increase usage and change consumers' perceptions of the Google brand itself, moving from not only getting answers from Google Search to also getting things done with the Google Assistant. Describe the creative idea/insights (30% of vote) We created an anthemic campaign line: “Make Google do it”, which was bold in both its language and design, intended to create a clear, confident momentum for the entire Google Assistant platform. We focused our creative on everyday moments of need for hands-free help as we wanted consumers to understand how voice-first technology could fit into their everyday lives. And we didn’t want to paint a picture of the perfect life, so we reflected the fact that life can be a little messy, allowing us to showcase the benefit of Google Assistant in a relatable way. We launched in the US, and shortly after, we scaled globally, rolling out our brand anthem across 9 other countries. We amplified our messages through star-powered partnerships, tapped into big media moments, and showcased creative across both high profile mediums as well as much more bespoke messaging in digital and social. Describe the strategy (20% of vote) We began by conducting research on the digital assistant category, in an effort to understand how people perceived them. We found that while people were interested in the potential benefits digital assistants could provide, they weren’t familiar with this new way of interacting with technology. However, one thing was clear: In our increasingly busy lives, everyone could use a little hands-free help. Though we were excited to showcase the ecosystem of Assistant-supported devices, we also leaned into our availability on Android devices worldwide, highlighting that Google Assistant can help users as part of their busy lifestyles on the device that is carried with them everywhere. In the marketplace, we showed up during high profile times with TV commercials during big media moments and iconic out-of-home in each market. We extended the campaign through social, created activations with live audiences, and supported the campaign with contextual messaging in digital. Describe the execution (20% of vote) We launched a multi-wave campaign in the US, first landing the message "Make Google do it" and then focusing on key use cases across devices. Meanwhile, we scaled our efforts to nine other key markets: India, Japan, Korea, Indonesia, the UK, Germany, France, Italy and Brazil. In order to create an impact on a global scale, we needed to be relevant to the individual countries and cultures we were speaking to, so we tapped into local insights like Panag cuisine (eaten with one’s hands) in Indonesia, for example. We leveraged big media moments like the NBA Finals and the World Cup in France. We took over high-profile out-of-home sites in each market, made TV commercials featuring local and global stars, and extended the campaign across digital and social platforms. We even created unique activations like a Google Assistant-enabled Haunted House in Japan. List the results (30% of vote) By the end of 2018, we had built an integrated campaign unique to each market. The campaign drove 25% total market growth, up to 15 points unaided awareness across markets, and saw over 2 billion video views worldwide. However, most notably, we successfully sent one clear message across the 10 different countries: Make Google do it. And by doing so, we created a brand presence that was unmistakably Google Assistant.
Global MGDI
案例简介：为什么这项工作与媒体相关？ 2018年，我们知道我们必须在拥挤的市场中取得突破，并改变消费者对Google Assistant品牌的看法，因此我们在美国发起了一场完全整合的活动，并在其他9个国家/地区深思熟虑地翻译了该策略和创意，并认真注意文化细微差别，以便在每个市场中相关。在大型媒体时刻，我们通过电视广告进入了高可见度的时刻，在高调的地点创建了标志性的外出活动，并为现场观众提供了大规模的激活。我们还在数字和社交方面进行了更多的上下文参考。 背景 作为数字助理类别的较晚进入者，Google assistant必须以积极增长的用户群，现有的市场份额以及已经建立的品牌形象赶上首次进入市场的竞争对手。虽然消费者熟悉Siri和Alexa等品牌，但谷歌需要推出其数字助理，教人们为什么它是市场上最有用的，并传达为什么它是下一个必备的谷歌产品。 我们的目标是提高人们的独立意识，增加使用率并改变消费者对Google品牌本身的看法，从不仅从Google搜索中获得答案，还可以通过Google助手完成工作。 描述创意/见解 (投票30%) 我们创建了一个主题广告系列: “让谷歌做到这一点”，它的语言和设计都很大胆，旨在为整个谷歌助手平台创造一个清晰、自信的动力。 我们将创意集中在需要免提帮助的日常时刻，因为我们希望消费者了解语音优先技术如何适应他们的日常生活。我们不想描绘完美的生活，所以我们反映了这样一个事实，生活可能会有点混乱，让我们以一种相关的方式展示谷歌助手的好处。 我们在美国推出，不久之后，我们在全球范围内扩展，在其他9个国家推出了我们的品牌国歌。我们通过明星般的合作伙伴关系扩大了我们的信息，进入了大型媒体时刻，并在两种知名媒体以及更多定制的数字和社交信息中展示了创意。 描述策略 (投票20%) 我们首先对数字助理类别进行研究，以了解人们如何看待它们。我们发现，虽然人们对数字助理可以提供的潜在好处感兴趣，但他们并不熟悉这种与技术互动的新方式。但是，有一件事很清楚: 在我们日益忙碌的生活中，每个人都可以使用一点免提帮助。 尽管我们很高兴展示助手支持的设备的生态系统，但我们也了解了我们在全球Android设备上的可用性，并强调Google Assistant可以在随身携带的设备上帮助用户成为他们忙碌的生活方式的一部分。 在市场上，我们在大型媒体时刻和每个市场中标志性的外出活动中出现在电视广告中。我们通过社交扩展了广告系列，与现场观众一起创建了激活，并通过数字上下文消息支持了广告系列。 描述执行 (投票20%) 我们在美国发起了一场多波运动，首先发布了 “让谷歌做到” 的信息，然后关注跨设备的关键用例。同时，我们将努力扩展到其他九个主要市场: 印度，日本，韩国，印度尼西亚，英国，德国，法国，意大利和巴西。 为了在全球范围内产生影响，我们需要与我们所交谈的各个国家和文化相关，因此我们利用了当地的见解，例如印度尼西亚的Panag美食 (用手吃掉)。 我们利用了大型媒体时刻，例如NBA总决赛和法国世界杯。我们接管了每个市场上备受瞩目的外出网站，制作了以本地和全球明星为特色的电视广告，并将广告活动扩展到数字和社交平台。我们甚至创建了独特的激活，例如在日本启用Google助手的鬼屋。 列出结果 (投票30%) 到2018年结束时，我们已经建立了每个市场独有的集成广告系列。该活动推动了整个市场的25% 增长，在整个市场上获得了15点的独立意识，并在全球范围内观看了20亿多个视频观看次数。然而，最值得注意的是，我们成功地在10个不同的国家发出了一个明确的信息: 让谷歌做到这一点。通过这样做，我们创建了一个品牌形象，这无疑是谷歌助手。
Global MGDI
案例简介：Why is this work relevant for Media? In 2018, we knew we had to breakthrough in a crowded market and shift consumer perceptions about the Google Assistant brand, so we launched a fully integrated campaign in the US and thoughtfully translated the strategy and creative across nine other countries, paying careful attention to cultural nuances in order to be relevant in each market. We leaned into high visibility moments with TV commercials during big media moments, created iconic out-of-home in high profile locations as well as large scale activations for live audiences. We also layered in much more contextual references in both digital and social. Background As a late entrant to the digital assistant category, Google Assistant had to catch up to first-to-market competitors with actively growing user bases, existing market share, and an already well-established brand presence. While consumers were familiar with brands like Siri and Alexa, Google needed to introduce its digital assistant, teach people why it is the most helpful on the market and convey why it is the next must-have Google product. Our goals were to drive unaided awareness, increase usage and change consumers' perceptions of the Google brand itself, moving from not only getting answers from Google Search to also getting things done with the Google Assistant. Describe the creative idea/insights (30% of vote) We created an anthemic campaign line: “Make Google do it”, which was bold in both its language and design, intended to create a clear, confident momentum for the entire Google Assistant platform. We focused our creative on everyday moments of need for hands-free help as we wanted consumers to understand how voice-first technology could fit into their everyday lives. And we didn’t want to paint a picture of the perfect life, so we reflected the fact that life can be a little messy, allowing us to showcase the benefit of Google Assistant in a relatable way. We launched in the US, and shortly after, we scaled globally, rolling out our brand anthem across 9 other countries. We amplified our messages through star-powered partnerships, tapped into big media moments, and showcased creative across both high profile mediums as well as much more bespoke messaging in digital and social. Describe the strategy (20% of vote) We began by conducting research on the digital assistant category, in an effort to understand how people perceived them. We found that while people were interested in the potential benefits digital assistants could provide, they weren’t familiar with this new way of interacting with technology. However, one thing was clear: In our increasingly busy lives, everyone could use a little hands-free help. Though we were excited to showcase the ecosystem of Assistant-supported devices, we also leaned into our availability on Android devices worldwide, highlighting that Google Assistant can help users as part of their busy lifestyles on the device that is carried with them everywhere. In the marketplace, we showed up during high profile times with TV commercials during big media moments and iconic out-of-home in each market. We extended the campaign through social, created activations with live audiences, and supported the campaign with contextual messaging in digital. Describe the execution (20% of vote) We launched a multi-wave campaign in the US, first landing the message "Make Google do it" and then focusing on key use cases across devices. Meanwhile, we scaled our efforts to nine other key markets: India, Japan, Korea, Indonesia, the UK, Germany, France, Italy and Brazil. In order to create an impact on a global scale, we needed to be relevant to the individual countries and cultures we were speaking to, so we tapped into local insights like Panag cuisine (eaten with one’s hands) in Indonesia, for example. We leveraged big media moments like the NBA Finals and the World Cup in France. We took over high-profile out-of-home sites in each market, made TV commercials featuring local and global stars, and extended the campaign across digital and social platforms. We even created unique activations like a Google Assistant-enabled Haunted House in Japan. List the results (30% of vote) By the end of 2018, we had built an integrated campaign unique to each market. The campaign drove 25% total market growth, up to 15 points unaided awareness across markets, and saw over 2 billion video views worldwide. However, most notably, we successfully sent one clear message across the 10 different countries: Make Google do it. And by doing so, we created a brand presence that was unmistakably Google Assistant.
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