CHROME EXPERIMENT: RAMAYANA by Ogilvy & Mather Singapore for Google

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CHROME EXPERIMENT: RAMAYANA

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Industry Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Melvyn Lim
Art Director Xander Lee. Make Studios
Designer Timothy Su
Released April 2012

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: GOOGLE
Product/Service: CHROME LAUNCH
Agency: OGILVY & MATHER SINGAPORE
Chief Creative Officer: Steve Back (Ogilvy&Mather Singapore)
Executive Creative Director: Melvyn Lim (Ogilvy&Mather Singapore)
Art Director: Xander Lee (Ogilvy&Mather Singapore)
Senior Copywriter: Esther Tan (Ogilvy&Mather Singapore)
Designer: Timothy Su (Ogilvy&Mather Singapore)
Project Manager: Zayed Talib (Ogilvy&Mather Singapore)
Business Director: Pawan Bahuguna (Ogilvy&Mather Singapore)
Senior Account Manager: Stephanie Loo (Ogilvy&Mather Singapore)
Senior Account Manager: Lu Shulin (Ogilvy&Mather Singapore)
Design/Development: Fantasy Interactive (Fantasy Interactive)
: Google (Google)
Media placement: Interactive Online Film - Online - 30 April 2012

Describe the objective of the promotion.
Google wanted to take on the giants (IE, Safari, Firefox) and launch Chrome in Asia.

The challenge here was that Google didn't want to tell people, they wanted to SHOW people that Chrome is not just different, it's better, in the way Google search is. They wanted to tell stories THROUGH technology, not ABOUT technology. They wanted the communication to show technical wonders in a way that touches head and hearts and creates an emotional connection to Chrome capabilities.

Google's ambition was to display the endless possibilities the web can bring through Chrome.

Describe how the promotion developed from concept to implementation.
To demonstrate that Chrome is not your traditional browser, we decided to show Chrome's capabilities through the use of a traditional story that resonates with Asians: the Ramayana epic.

Ramayana has been told in various forms through the ages in Asia. We re-told this popular epic through an interactive Chrome Experiment, integrating Chrome features and Google services. The interactive experience incorporated WebGL and HTML5 to show off Chrome's processing power.

In Indonesia where the Chrome Experiment was first launched, the campaign was seeded in active online communities and released through online trailers and banners, gaining traction as it went viral.

Explain why the method of promotion was most relevant to the product or service.

In Indonesia where the Chrome Experiment was first launched, the sense of community is very strong. People love to explore and share new ideas in like-minded groups. Riding on that mentality, we seeded the Chrome Experiment to active online communities who are interested in web development, design and technology.

We also seeded a trailer of the interactive experience online, and released web banners which give people a snippet of the experience. We targeted online spaces where people are most likely to click through to the interactive experience straightaway - so they can experience Chrome's cutting edge capabilities for themselves.

Describe the success of the promotion with both client and consumer including some quantifiable results.
When we revealed the interactive story to Asia, the crowd went wild. The experience went on to make waves in the rest of the world, making Chrome a legend.