GOOGLE CHROME FINGERBANDS by BBH New York for Google

Adsarchive » Promo » Google » GOOGLE CHROME FINGERBANDS

GOOGLE CHROME FINGERBANDS

Pin to Collection
Add a note
Industry Software & Multimedia Productions, SaaS
Media Promo & PR
Market United States
Agency BBH New York
Director Antonio Balseiro
Associate Creative Director Zach Hilder
Executive Creative Director Calle Sjoenell
Creative Director Aaron Duffy
Art Director Dan Kenneally
Producer Steven Holtzman
Head of Broadcast Lisa Setten
Print Production Manager Lauren Abbott
Editor David Otte
Released April 2011

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: GOOGLE
Product/Service: BROWSER
Agency: BBH
Date of First Appearance: Apr 1 2011
Entrant Company: BBH, New York, USA
Entry URL: http://www.chromercise.com
Executive Creative Director: Calle Sjoenell (BBH New York)
Associate Creative Director: Zach Hilder (BBH New York)
Copywriter/Art Director: Matt Herr (BBH New York)
Art Director: Dan Kenneally (BBH New York)
Senior Producer: Peter Ostella (BBH New York)
Account Manager: Dane Larsen (BBH New York)
Account Manager: Leticia Freytes (BBH New York)
Editor: David Otte (BBH New York)
Strategist: Emily Woolf (BBH New York)
Engagement Strategist: Samantha Promisloff (BBH New York)
Head of Broadcast: Lisa Setten (BBH New York)
Print Production Manager: Lauren Abbott (BBH New York)
Executive Producer: Sam Penfield (1st Avenue Machine)
Creative Director: Aaron Duffy (1st Avenue Machine)
Director: Antonio Balseiro (1st Avenue Machine)
Producer: Steven Holtzman (1st Avenue Machine)
Post Producer: Anna Butler (1st Avenue Machine)
Sound Engineer: Keith Reynaud
Media placement: Web Film - Http://chrome.blogspot.com/ - 4.1.11

Describe the objective of the promotion.
To promote Google Chrome as the fastest browser on the web.

Describe how the promotion developed from concept to implementation.
The concept started from a simple truth: No matter how fast Google Chrome gets, you’ll only browse as fast as your fingers move. We then took this insight to the nth degree, inventing the most ridiculous way to improve one’s finger dexterity with “Chromercise,” a jazzercise program for your phalanges. Creating our own line of awesome finger sweatbands brought the joke into homes and offices, allowing people to interact with the brand like never before. Now, people can Chromercise along with the video just like a real workout tape or create a workout of their own for everyone to see.

Explain why the method of promotion was most relevant to the product or service.
Google has a long standing tradition of creating hilarious April Fools Day jokes. Every year, people fire up their computers wanting to see what prank Google will pull next. With the stage set and all eyes on Google, we saw this as the perfect venue to create awareness about Chrome and get people talking about just how fast it is.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The success was undeniable. All 25,000 finger sweatbands were ordered in less than 3 hours. The video has been viewed nearly 200,000 times in just three days. And the Google keyword search of the term, “Chromercise” creates over 100,000 unique results.