Google Film Google Innovations: Demo Slam by Johannes Leonardo

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Google Innovations: Demo Slam

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Industry Search Engines, Business equipment & services
Media Film
Market United States
Agency Johannes Leonardo
Executive Creative Director Jan Jacobs, Leo Premutico
Art Director Emmie Nostitz, Phillip Bonnery, Anthony Alvarez, Dave Tomkins, Ben Clare
Copywriter Bipasha Moorkherjee, Alex Romans, Jason Ashlock, Iain Nevill
Producer Matthew Mattingly
Released September 2010


One Show 2011
One Show Experiential Advertising / Single Merit
One Show Interactive Websites & Microsites / Services Merit

Credits & Description

Category: Titanium and Integrated
Advertiser: GOOGLE
Date of First Appearance: Oct 20 2010
Executive Creative Director: Jan Jacobs (Johannes Leonardo)
Executive Creative Director: Leo Premutico (Johannes Leonardo)
Art Director: Emmie Nostitz (Johannes Leonardo)
Art Director: Phillip Bonnery (Johannes Leonardo)
Art Director: Anthony Alvarez (Johannes Leonardo)
Art Director: Ben Clare (Johannes Leonardo)
Art Director: Dave Tomkins (Johannes Leonardo)
Copywriter: Iain Nevill (Johannes Leonardo)
Copywriter: Jason Ashlock (Johannes Leonardo)
Copywriter: Bipasha Moorkherjee (Johannes Leonardo)
Copywriter: Alex Romans (Johannes Leonardo)
Account Director: Dean Rubinstein (Johannes Leonardo)
Producer: Matthew Mattingly (Johannes Leonardo)
President: Andreas Anderskou (Hello Monday)
Partner/Graphic Designer: Jeppe Aaen (Hello Monday)
: Anders Jessen (Hello Monday)
: (Google Creative Labs)
Media placement: Digital Display - NY Times, Pandora, Rotten Tomatoes, IMDB, Google Display Network, Etc. - October 20-December 27, 2010
Media placement: TV Integration - Jimmy Kimmel Live, George Lopez, Carson Daily, Etc. - December 14-27, 2010
Media placement: Online Video Integration - Hulu, Yume, Tidal TV, Etc. - October 20-December 27, 2010
Media placement: Celebrity Engagement - Maria Sharapova, Weezer, Etc. - December 1-27, 2010

Describe the campaign/entry
Google is more than just a search bar. However, most of us don’t use, let alone, are aware of its many features. We needed to find a way to share all this free technology with the world.
To educate everyone about all of Google’s innovations; we decided to change the way people learnt about it. We got precisely the people who didn’t use this free tech, to explain to the others why they should. Because, only they would be able to explain it in a way that would be fun to watch, and understood by all.

Describe how the campaign/entry was launched across each channel in the order of implementation
Google Demo Slam was launched as a website, a central creative hub where people learnt about Google’ s many search innovations and voted for their favourite slams.
Online banners on popular websites like E! Online, New York Times, YouTube,
IMDB, Urban Dictionary helped drive traffic to site.
We then launched a YouTube channel to take all of Google’ s tech goodness further into the world while also enabling people make and upload their own slams.
Celebrities like Jimmy Kimmel integrated slams into their act on-air, while sportspersonalities like Maria Sharapova and Amar’e Stoudemire not only made their own slams but also spread the word using social media.
To get the attention of captive audiences, we ran the videos on Jumbotrons at
important hockey and basketball games in 12 markets across the country.
PR efforts enabled us trigger online conversation on blogs like Huffington
Post, Mashable, Techcrunch, Creativity and more.

Give some idea of how successful this campaign/entry was with both client and consumer
Transforming something few were aware of to something the whole world cared about; we were able to re-define the role of technology in everyone’s life. From celebrities, scientists, soccer moms, teens to even sports personalities; everyone came forward to find new ways in which technology could make their world a little better.
With over 905 million impressions, 9 million combined YouTube and site video
views; the world had watched an equivalent of 17 years worth of tech demos.
The boring tech demos, boring no more.