本案例默认翻译为中文，点击可切换回原语言
已切换成原语言，点击可翻译成中文
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，改变消费者对Google Assistant品牌的看法，因此我们在美国发起了一项完全整合的活动，并在其他九个国家深思熟虑地翻译了策略和创意，仔细关注文化上的细微差别，以便在每个市场上具有相关性。在大型媒体时刻，我们通过电视广告进入了高能见度时刻，在高知名度的位置创造了标志性的离家出走，以及为现场观众提供了大规模的激活。我们还在数字和社交领域中加入了更多的上下文引用。 背景 作为数字助理类别的较晚进入者，Google assistant必须赶上率先上市的竞争对手，他们拥有积极增长的用户群，现有的市场份额，以及已经成熟的品牌存在。虽然消费者熟悉Siri和Alexa等品牌，但谷歌需要引入其数字助理，告诉人们为什么它在市场上最有帮助，并传达为什么它是下一个必备的谷歌产品。 我们的目标是推动没有帮助的意识，增加使用率，改变消费者对谷歌品牌本身的看法，从不仅从谷歌搜索中获得答案，转向与谷歌助手一起完成事情。 描述创造性的想法/见解 (投票的30%) 我们创建了一个时髦的竞选路线: “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而自信的势头。 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。我们不想描绘完美生活的图景，所以我们反映了这样一个事实，即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。我们通过明星动力的合作伙伴关系放大了我们的信息，利用了大型媒体的时刻，并在这两种高调媒体以及更多定制的信息传递方面展示了创意。 描述策略 (投票20%) 我们开始对数字助理类别进行研究，努力了解人们是如何看待他们的。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。然而，有一件事是明确的: 在我们日益繁忙的生活中，每个人都可以使用一点免提的帮助。 虽然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，强调Google Assistant可以帮助用户作为他们忙碌生活方式的一部分，在随处携带的设备上帮助用户。 在市场上，我们在大型媒体时刻出现在电视广告中，在大型媒体时刻，在每个市场上都有标志性的离家出走。我们通过社交扩展活动，与现场观众创建活动，并通过数字上下文消息支持活动。 描述执行 (投票的20%) 我们在美国发起了一场多波运动，首先发布了 “让谷歌做到这一点” 的信息，然后专注于跨设备的关键用例。与此同时，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，我们需要与我们交谈的各个国家和文化相关，所以我们利用当地的见解，比如像印度尼西亚的Panag美食 (用手吃)。 我们利用了NBA总决赛和法国世界杯等大型媒体时刻。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主角的电视广告，并将活动扩展到数字和社交平台上。我们甚至创造了独特的激活，就像日本的谷歌助手启用的鬼屋。 列出结果 (投票30%) 到2018年底，我们已经建立了每个市场独有的综合活动。该活动推动了25% 的总市场增长，在整个市场中增加了15个点的无帮助意识，并在全球范围内看到了超过20亿个视频。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条明确的信息: 让谷歌做到这一点。通过这样做，我们创建了一个明确无误的谷歌助手的品牌存在。
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，改变消费者对Google Assistant品牌的看法，因此我们在美国发起了一项完全整合的活动，并在其他九个国家深思熟虑地翻译了策略和创意，仔细关注文化上的细微差别，以便在每个市场上具有相关性。在大型媒体时刻，我们通过电视广告进入了高能见度时刻，在高知名度的位置创造了标志性的离家出走，以及为现场观众提供了大规模的激活。我们还在数字和社交领域中加入了更多的上下文引用。 背景 作为数字助理类别的较晚进入者，Google assistant必须赶上率先上市的竞争对手，他们拥有积极增长的用户群，现有的市场份额，以及已经成熟的品牌存在。虽然消费者熟悉Siri和Alexa等品牌，但谷歌需要引入其数字助理，告诉人们为什么它在市场上最有帮助，并传达为什么它是下一个必备的谷歌产品。 我们的目标是推动没有帮助的意识，增加使用率，改变消费者对谷歌品牌本身的看法，从不仅从谷歌搜索中获得答案，转向与谷歌助手一起完成事情。 描述创造性的想法/见解 (投票的30%) 我们创建了一个时髦的竞选路线: “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而自信的势头。 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。我们不想描绘完美生活的图景，所以我们反映了这样一个事实，即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。我们通过明星动力的合作伙伴关系放大了我们的信息，利用了大型媒体的时刻，并在这两种高调媒体以及更多定制的信息传递方面展示了创意。 描述策略 (投票20%) 我们开始对数字助理类别进行研究，努力了解人们是如何看待他们的。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。然而，有一件事是明确的: 在我们日益繁忙的生活中，每个人都可以使用一点免提的帮助。 虽然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，强调Google Assistant可以帮助用户作为他们忙碌生活方式的一部分，在随处携带的设备上帮助用户。 在市场上，我们在大型媒体时刻出现在电视广告中，在大型媒体时刻，在每个市场上都有标志性的离家出走。我们通过社交扩展活动，与现场观众创建活动，并通过数字上下文消息支持活动。 描述执行 (投票的20%) 我们在美国发起了一场多波运动，首先发布了 “让谷歌做到这一点” 的信息，然后专注于跨设备的关键用例。与此同时，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，我们需要与我们交谈的各个国家和文化相关，所以我们利用当地的见解，比如像印度尼西亚的Panag美食 (用手吃)。 我们利用了NBA总决赛和法国世界杯等大型媒体时刻。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主角的电视广告，并将活动扩展到数字和社交平台上。我们甚至创造了独特的激活，就像日本的谷歌助手启用的鬼屋。 列出结果 (投票30%) 到2018年底，我们已经建立了每个市场独有的综合活动。该活动推动了25% 的总市场增长，在整个市场中增加了15个点的无帮助意识，并在全球范围内看到了超过20亿个视频。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条明确的信息: 让谷歌做到这一点。通过这样做，我们创建了一个明确无误的谷歌助手的品牌存在。
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.
全球MGDI
暂无简介
Global MGDI
暂无简介
基本信息
暂无评分
已有{{caseInfo.tatolPeople}}人评分
创作者
案例详情
涵盖全球100万精选案例，涉及2800个行业，包含63000个品牌
热门节日97个，23个维度智能搜索
-
项目比稿
品类案例按时间展现，借鉴同品牌策略，比稿提案轻松中标
-
创意策划
任意搜索品牌关键词，脑洞创意策划1秒呈现
-
竞品调研
一键搜索竞品往年广告，一眼掌握对手市场定位
-
行业研究
热词查看洞悉爆点，抢占行业趋势红利
登录后查看全部案例信息
如果您是本案的创作者或参与者 可对信息进行完善
