Brand | GOOGLE |
Product/Service | GOOGLE DUO |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Brand / Product Video |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Media Placement
|
OMD Dubai, UNITED ARAB EMIRATES
|
Media Placement 2
|
ESSENCE GLOBAL Dubai, UNITED ARAB EMIRATES
|
Production
|
WONDERFUL PRODUCTIONS Beirut, LEBANON
|
Additional Company
|
GOOGLE Dubai, UNITED ARAB EMIRATES
|
Background
Video calling was seen as a niche way of communicating in Saudi Arabia.
Google wanted to get young Saudi’s to see that their video calling service Duo could change that and be every day.
So, we decided to show them first-hand the advantage of such a service and convince them that it was not niche.
Describe the strategy
Young people in Saudi could not see why video calling was beneficial.
So We decided to show them.
Literally.
Describe the execution
The videos use comedy to show how hearing something can be very different from seeing something.
On a voice call a man asks his friends if he should keep his face together or separated.
When we see the video, we see that he is talking about his beard.
A mum asks her son to get the ones with teeth.
When we see the scene, she is talking about the fact that Arabic people call coriander leaf teeth.
And when a friend voice calls his friend from the gym, he tells him that the weightlifting machine he suggested was easy.
But when we see the video, he has no weights attached.
List the results
Duo became the 2nd VOIP app in Saudi Arabia in terms of user share.
Overall Brand Awareness rose by 15%
Credits
Paul Shearer |
Impact BBDO |
Chief Creative Officer |
Sarah Berro |
Impact BBDO |
Creative Director |
Marie Claire Maalouf |
Impact BBDO |
Marie Claire Maalouf |
Sarah Eid |
Impact BBDO KSA |
Associate Creative Director |
Jad Rabahi |
Impact BBDO |
Business Unit Director |
Solange Constantin |
Impact BBDO |
Account Director |
Mariam Dabboussi |
Google |
Associate Product Marketing Manage |
Chaza Merchak |
Google |
Product Marketing Manager |
Maria Manouk |
Google |
Creatives and Media Manager |
Najeeb Jarrar |
Google |
Head of Consumer Marketing |
Tarek Abdalla |
Google |
Regional Director of Marketing |
Links
Video URL