THINK QUARTERLY by The Church Of London. for Google

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THINK QUARTERLY

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Industry Search Engines
Media Direct marketing
Market United Kingdom
Agency The Church Of London.
Creative Director Rob Longworth
Editor Matt Bochenski
Released March 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: GOOGLE
Product/Service: SEARCH ENGINE
Agency: THE CHURCH OF LONDON
Date of First Appearance: Mar 21 2011
Entrant Company: THE CHURCH OF LONDON, London, UNITED KINGDOM
Entry URL: http://www.thinkquarterly.co.uk
Product Marketing Manager/Editor-in-Chief: Rich Pleeth (Google UK)
Strategic Marketing Director: Sarah Speake (Google UK)
Creative Lead: Tom Uglow (Google UK)
Project Manager: Danny Miller (The Church of London)
Editor: Matt Bochenski (The Church of London)
Co-Editor: Andrea Kurland (The Church of London)
Creative Director: Rob Longworth (The Church of London)
Digital Director: Alex Capes (The Church of London)
Head of Customer Publishing: Steven Watson (The Church of London)
Account Manager: Liz Haycroft (The Church of London)
Publisher: Vince Medeiros (The Church of London)
Media placement: Printed Publication - Direct Mail - 21 March 2011
Media placement: Website - Online - 21 March 2011

Describe the brief/objective of the direct campaign.
Google is famous for leading the world of search, and for innovating with products like Maps, News and YouTube, but it has never created a piece of physical media. Google UK wanted to surprise 1,000 of its core customers with a high-end piece of direct marketing, and to create a piece of online collateral that would engage with Google users worldwide. They wanted to create a ‘must have’ publication, combining cutting-edge ideas, elegant design, and quality execution to inspire executive readers while also giving them a rare space to think.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Think Quarterly is a 68-page limited edition B2B marketing communications tool that brings together some of the world’s leading minds to discuss the issues facing businesses today. It was sent to politicians, executives and thought leaders, grabbing their attention with customised covers, pop-up infographic and Google-branded wax seal. We also built a website and hosted a digital version of Think Quarterly so that we could share it with a wider audience. The aim was to position Google as the go-to brand for intelligent communication, encouraging core customers and general users to think afresh about a brand they thought they knew.

Explain why the creative execution was relevant to the product or service.

Google is renowned for quality and innovation, and Think Quarterly is the physical manifestation of those qualities. By creating a real-world object for a company known primarily for its online activities, we were able to disrupt expectations and make recipients think differently about Google. The result is an object that provoked a strong response in the short term, and will find a place on recipients’ shelves for years to come. Think Quarterly has provided Google with a totally new way of communicating with their most valuable corporate customers, and with the wider public in general.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
On the day of its launch, Think Quarterly was sent direct to a select group of MPs, CEOs and thought leaders. In the coming days, Google was contacted by several European business leaders, plus Cherie Blair, Gordon Brown and the UK Secretary of State for International Development, all wanting to speak about Think Quarterly. The online version saw similar success, trending worldwide on Twitter and attracting 492,017 readers, with 9,584,644 unique page views to date. It has been featured by Time magazine, the Guardian and The Times of India amongst others, helping to deliver truly global coverage.