SAY IT TO GET IT by BBH London for Google

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SAY IT TO GET IT

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Industry Mobile applications
Media Design & Branding
Market United Kingdom
Agency BBH London
Executive Creative Director Nick Gill
Creative Director Ashidiq Ghazali
Art Director Matt Fitch
Copywriter Mark Lewis
Producer Tove Svensson, Simon Darwell-Taylor
Typographer Louise Sloper, Dominic Grant At Bbh, Rich Kennedy
Released March 2011

Credits & Description

Category: Advertising Typography
Advertiser: GOOGLE
Product/Service: GOOGLE VOICE SEARCH MOBILE APP
Agency: BBH
Date of First Appearance: Mar 28 2011
Entrant Company: BBH, London, UNITED KINGDOM
Chief Creative Officer: John Hegarty (BBH)
Executive Creative Director: Nick Gill (BBH)
Creative Director: Ashidiq Ghazali (BBH)
Copywriter: Mark Lewis (BBH)
Art Director: Matt Fitch (BBH)
Typographer: Rich Kennedy (BBH)
Typographer: Dominic Grant (BBH)
Typographer: Louise Sloper (BBH)
Producer: Simon Taylor (BBH)
Account Manager: Rowena Minhas (BBH)
Account Manager: Lucy Scott (BBH)
Producer: Tove Svensson (BBH)
Planner: Jason Gonsalves (BBH)
Planner: Lawrence Kao (BBH)
Planner: Richard Stainer (BBH)
Media placement: Poster - Billboard - Football Stadium - March 2011
Media placement: Poster - Billboard - Football Stadium - MARCH 2011
Media placement: Poster - Billboad - Football Stadium - March 2011
Media placement: Poster - Billboard - Football Stadium - March 2011

Describe the brief from the client
Inform smartphone owners in London that they can now search the internet with their voice using the Google Voice Search mobile app.

Describe the challenges and key objectives
The key objective was to raise mass awareness of the Google Voice Search mobile app and get people used to the idea of searching out loud, a new behaviour. The little phonetic puzzles we created only make sense once you say them out loud, thus demonstrating how Voice Search works through the static medium of posters.

Describe how you arrived at the final design
Each poster in the set is based on the iconic typeface of a London Premier League football team and art-directed to have the textured look and feel of a football shirt.
When placed in media spaces outside and nearby the relevant football stadiums this, together with the cryptic headline, created a rewarding experience for the public and an extra special experience for football fans.

Give some indication of how successful the outcome was in the market
Whilst the posters were running, the number of people searching for "Voice Search" on Google doubled.