CHROME FAST by BBH New York, Google Creative Lab for Google

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CHROME FAST

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency BBH New York
Executive Creative Director Pelle Sjoenell, Calle Sjoenell, Robert Wong
Creative Director Beth Ryan, Erik Holmdahl
Art Director Steve Peck
Copywriter Jared Elms, Jeff Johnson, Jessica Berta
Producer Orlee Tatarka
Editor Charlie Johnston
Agency Google Creative Lab
Director Aaron Duffy
Released March 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: GOOGLE
Product/Service: CHROME BROWSER
Agency: BBH
Agency: GOOGLE CREATIVE LAB
Date of First Appearance: Mar 15 2010
Entrant Company: BBH, New York, USA
Entry URL: http://bbhgraze.com/awards/google_10/google_chrome_fast_campaign
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)
Art Director/Copywriter: Maja Fernqvist (BBH New York)
Art Director/Copywriter: Joakim Saul (BBH New York)
Copywriter: Jared Elms (BBH New York)
Art Director/Copywriter: Hal Kirkland (BBH New York)
Art Director: Steve Peck (BBH New York)
Art Director/Copywriter: Masa Kawamura (BBH New York)
Copywriter: Jeff Johnson (BBH New York)
Business Director: Ben Malbon (BBH New York)
Creative Director: Erik Holmdahl (BBH New York)
Creative Director: Beth Ryan (BBH New York)
Creative Technologist: Richard Schatzberger (BBH New York)
Producer: Orlee Tatarka (BBH New York)
Editor: Charlie Johnston (Lost Planet)
Copywriter: Jessica Berta (BBH New York)
Director: Aaron Duffy (1st Avenue Machine)
Sound Designer: Joseph Fraioli (JafBox Sound)
Media placement: Online Viral Video - Youtube - 3.15.10
Media placement: Online Web Spots - Youtube - 5.5.10
Media placement: Cinema Spot - United Artists, Loews, Regal, AMC, Edwards, Cinemark, Hollywood - 12.17.10
Media placement: Interactive Video Banners - - 3.15.10
Media placement: Interactive Video Game - Youtube - 6.30.10

Insights, Strategy & the Idea
Google asked us to create a multidimensional campaign to launch its new web browser, Google Chrome. The strategy was simple: showcase Google Chrome as the fastest browser available. But how do we show the world what “fast” means online? Since there is no benchmark for speed on the Internet, we created one and called it “Chrome Fast”.

Creative Execution
To demonstrate how fast “Chrome Fast” really is, we created the “Chrome Speed Tests” films that test the Chrome browser against fast things in real life – a potato gun, sound waves and lightning – and were distributed as a viral video and web spots in preroll banners. Then we launched a contextual banner blitz with bespoke creative executions visualizing Chrome Fast on major sites. After demonstrating Chrome Fast in film and banners, we challenged the world: “Are you Chrome Fast?” with Chrome FastBall, a first-of-its-kind interactive YouTube video game. Each creative execution linked directly to a download page where to instantly install the product.

Results and Effectiveness
The Chrome Speed Tests viral 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 average time exceeding 8 minutes on the site. And the overall online campaign has totalled over 873,833,537 impressions including press from major news publications 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.