Google Case study CHROME BROWSE AS FAST AS YOU THINK by BBH New York, Google Creative Lab

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CHROME BROWSE AS FAST AS YOU THINK

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Industry Software & Multimedia Productions, SaaS
Media Case study
Market United States
Agency BBH New York
Executive Creative Director Pelle Sjoenell, Calle Sjoenell, Robert Wong
Copywriter Jeff Johnson, Jessica Berta, Samar Zaman
Producer Melissa Bemis
Head of Broadcast Lisa Setten
Editor David Otte
Agency Google Creative Lab
Released November 2010

Credits & Description

Category: Titanium and Integrated
Advertiser: GOOGLE
Product/Service: CHROME BROWSER
Agency: BBH
Agency: GOOGLE CREATIVE LAB
Date of First Appearance: Dec 14 2010
Entry URL: http://bbhgraze.com/awards/google_10/google_browse_fast_integrated/
Executive Creative Director: Calle Sjoenell (BBH New York)
Executive Creative Director: Pelle Sjoenell (BBH New York)
Executive Creative Director: Robert Wong (BBH New York)
Copywriter/Art Director: Hal Kirkland (BBH New York)
Copywriter/Art Director: Masa Kawamura (BBH New York)
Copywriter: Jeff Johnson (BBH New York)
Copywriter: Jessica Berta (BBH New York)
Copywriter: Samar Zaman (BBH New York)
Head of Broadcast: Lisa Setten (BBH New York)
Digital Producer: Stacy Kimball (BBH New York)
Editor: David Otte (BBH New York)
Producer: Melissa Bemis (BBH New York)
Copywriter: Jessica Berta (BBH New York)
Media placement: Pre Roll Film-"Anthem" - Youtube - 12.14.10
Media placement: Pre Roll Film- "Sports" - Youtube - 1/14/11
Media placement: TV Spot - Nova Cinema (Czech Republic) - 12.24.10
Media placement: TV Spot - Pro7, Sat.1, RTL, VLC (Germany) - 12.24.10
Media placement: Social Media - Twitter - 2.9.11
Media placement: Online Video - Youtube -  

Describe the campaign/entry
The 'Browse as fast as you think' campaign makes the technological speed of Chrome (Google’s fast browser) easy to understand. It’s a speed test, but one that happens in the minds of the audience. After all, what could be faster than the speed of thought?

The campaign uses unfinished words and phrases that you can’t help but complete, making any media interactive. As the words speed up, your brain keeps pace. So no matter how fast you think, Chrome is right there with you.

The simplicity of the concept and execution allowed the campaign to be adapted for any country or language. Pop culture references specific to that region were then used to create new scripts, making for an incredibly cost effective and truly global communication.

Describe how the campaign/entry was launched across each channel in the order of implementation
The campaign began as pre-roll film on video sites like Hulu and CNN, before spreading to TV internationally.

Rich media banners and an application created for YouTube then gave people the tools to create their own versions of the films. But the real success came when the #thinkfastgame was launched on Twitter. A game that specifically encouraged the pop-culture savvy people of the web to challenge their friends.

Give some idea of how successful this campaign/entry was with both client and consumer
The campaign allowed Google to tell their story of browser speed in any language and in any market. Within 24 hours of the introduction of the Twitter #thinkfastgame, over 12,000 individual films had been created and distributed via Twitter. A day later, even Tom Cruise had created a film and sent it to his 1.4 million followers. The campaign contributed to 93,000 downloads, 1.8 million click throughs and a staggering 1.1 billion impressions.