Google Promo, Case study HOW GOOGLE WENT GAGA FOR CHROME by PHD Sydney

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market Australia
Agency PHD Sydney
Released November 2011

Credits & Description

Category: Best Use of Integrated Media
Advertiser: GOOGLE
Product/Service: CHROME
Media Agency: PHD, Sydney, AUSTRALIA
Group Account Director: Ryan Saunders (PHD Australia)
Group Sales Manager: Grant Madigan (Network Ten)
Media placement: TV - Channel Ten - 11/07/11
Media placement: Display Video - Fairfax Digital - SMH & The Age - 11/7/11
Media placement: Search - Google - 11/07/11
Media placement: Display Video - YouTube - 11/07/11

Insights, Strategy & the Idea
Google Chrome is a browser. While an internet Browser is something 10.6m Australians use every day, only 8% accurately know what one is.
This was Google’s challenge in Australia: how do you turn a particularly intangible and functional benefit into something interesting and motivating?
The answer lay in wrapping the proposition around a passion point or a cultural moment that would not only make the benefits of chrome mean something, but would also make it look pretty cool and credible.
Lady Gaga was coming to Australia to do a highly anticipated, one off concert on the 13th July.
Lady Gaga is a human-attention-lightning-rod who has embraced the power of the web. Her every action creates content that we knew our target audience were hungry to consume, and more importantly could consume better via Chrome.
The strategy was to hijack this event to give context to Chrome.

Creative Execution
We partnered with Channel Ten and the 7pm project - a popular primetime ‘infotainment’ show.
In the days prior to Lady Gaga’s arrival, the 7pm Project asked people to submit photos of themselves going Gaga. This editorial then led in to a solus ad-break spot, marking the launch of Google’s first TV campaign in Australia.
Online rich media coincided with next-day editorial coverage of impromptu Lady Gaga appearances.
The real cornerstone to our campaign was the utilisation of Google’s owned assets. Google search, Display Network and YouTube True View, provided the thread that linked the plan together. This meant we were at the cutting edge of all the best online Gaga content and acted as a prompt to download Chrome.
Every nuance of Lady Gaga’s visit to Australia was tracked and matched with nuances in our own bought and owned media plan.

Results and Effectiveness
This strategy relied on the assumption that greater engagement with the right content would result in the right behaviour change.
We were right. Engagement metrics were phenomenal- interaction rates were 2.5 times the APAC average.
It definitely did translate to behaviour….. Google Chrome’s market share grew by a massive 18.6%* over the campaign period, as well as being seen as a key contributor to longer term downloads.
This wrapped with a media ROI of 1:3 meant that as Romances go… Google Chrome and Lady Gaga wasn’t a bad one…..
*(source: StatCounter)