GO GOOGLE by Google Creative Lab for Google

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Industry Search Engines
Media Promo & PR, Case study
Market United States
Agency Google Creative Lab
Released August 2009

Credits & Description

Category: Best Use of Outdoor
Product/Service: GOOGLE APPS
Date of First Appearance: Aug 3 2009 12:00AM
Entrant Company: GOOGLE CREATIVE LAB, New York, USA
Media placement: Billboards - San Francisco, New York, Boston, and Chicago - 04/08/2009

Results and Effectiveness
By the end of 2009, over 2 million companies and 20 million users had gone Google. The campaign generated over a billion impressions worldwide, and over a million Twitter impressions of the hashtag #gonegoogle. It also generated significant press interest in over a thousand news articles and blog posts; the phrase “...has gone Google” continues to be used by media today when referring to any new companies and organisations that switch to Google Apps.

Creative Execution
Media included print ads, airport ads, posters, web banners, direct mail, and an outdoor stunt with billboards in four US cities (San Francisco, New York, Boston, and Chicago) which changed every weekday for a month. The billboards tell the story of an anonymous IT manager who gets so fed up with the typical IT status quo that his company eventually goes Google. The campaign then expanded to 6 other countries including Canada, Japan, Singapore, the UK, France, and Australia.

Insights, Strategy & the Idea
“Go Google” anchors on a global truth – frustration at work. Go Google is the moment a company switches to Google Apps to alleviate the common frustration. Through an integrated global campaign, we want to help businesses around the world understand the benefits of going Google.