Google Promo, Case study Google: CHROME FAST by BBH New York

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Industry Search Engines, Business equipment & services
Media Promo & PR, Case study
Market United States
Agency BBH New York
Director Aaron Duffy
Executive Creative Director Pelle Sjoenell, Calle Sjoenell, Robert Wong
Creative Director Beth Ryan, Erik Holmdahl
Art Director Steve Peck
Copywriter Jared Elms, Jeff Johnson
Producer Orlee Tatarka
Editor Charlie Johnston
Released June 2011


Cannes Lions 2011
Titanium and Integrated Lions - Bronze

Credits & Description

Type of Entry: Titanium and Integrated
Advertiser/Client: GOOGLE
Product/Service: CHROME BROWSER
Entrant Company: BBH New York, USA
Advertising Agency: BBH New York, USA

Chief Creative Officer: Kevin Roddy (BBH New York)
Executive Creative Director: Calle Sjoenell (BBH New York)
Executive Creative Director: Pelle Sjoenell (BBH New York)
Executive Creative Director: Robert Wong (Google Creative Lab)
Copywriter: Jared Elms (BBH New York)
Art Director: Steve Peck (BBH New York)
Producer: Orlee Tatarka (BBH New York)
Creative Director: Beth Ryan (BBH New York)
Creative Director: Erik Holmdahl (BBH New York)
Director: Aaron Duffy (1st Avenue Machine)
Art Director/Copywriter: Maja Fernqvist (BBH New York)
Art Director/Copywriter: Joakim Saul (BBH New York)
Copywriter: Jeff Johnson (BBH New York)
Creative Technologist: Richard Schatzberger (BBH New York)
Editor: Charlie Johnston (Lost Planet)
Production Company: (B-Reel)
Executive Producer: Sam Penfield (1st Avenue Machine)
Sound Designer: Joseph Fraioli (JafBox Sound)

Describe the campaign/entry:
The Chrome Fast integrated campaign established Google Chrome as the fastest browser on the web. We demonstrated Chrome's speed through the Speed Tests, a viral video that matched Chrome against a potato gun, sound waves and lightning. We extended the "Chrome Fast" message online through webspots, rich media banners and a contextualized banner blitz on major sites. Lastly, we challenged people to be "Chrome Fast" by launching FastBall, an interactive game on YouTube that turned everyday sites into a race around the web. The campaign helped expand Chrome's marketshare to overtake Apple's Safari as the world's 2nd most popular browser.
Give some idea of how successful this campaign/entry was with both client and consumer:
The Chrome Speed Tests video has reached over 5 million views and was the #1-most-tweeted video in the world the day it launched. Chrome FastBall has over 1 million games played with an average time of over 5 minutes on the site. And the overall campaign has totalled over 873,833,537 impressions including earned press from news publications like the Wall Street Journal, tech outlets like Mashable and TechCrunch and hundreds of blogs. Most importantly, Google Chrome's market share rocketed 7.39% during the year, adding 120 million users and overtaking Apple's Safari as the world's 2nd-most popular web browser.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
To demonstrate how fast "Chrome Fast" is, we created the "Chrome Speed Tests" films that tested the rendering speed of Google's Chrome browser against things in real life that are extremely fast – a potato gun, sound waves, and lightning.
The Speed Tests launched as a viral video, and ran as :30 web spots and rich media banners. To bring the Speed Tests into the mainstream, we created a first for Google: a 3D cinema spot before Disney's Tron:3D film. Then we rolled out a contextual banner blitz with bespoke creative executions visualizing Chrome Fast on major sites.
After demonstrating what Chrome Fast looked like on film and online, we challenged the world: "Are you Chrome Fast?" with the launch of Chrome FastBall, a first-of-its-kind interactive YouTube video game that took users on a race across the web.