Brand | GOOGLE |
Product/Service | SEARCH ENGINE |
Entrant | IMPACT BBDO Dubai, UNITED ARAB EMIRATES |
Category | Media & Publications |
Idea Creation
|
IMPACT BBDO Dubai, UNITED ARAB EMIRATES
|
Production
|
GOOD PEOPLE FILMS Cairo, EGYPT
|
Production 2
|
GOOD PEOPLE Beirut, LEBANON
|
Additional Company
|
IMPACT BBDO Cairo, EGYPT
|
Why is this work relevant for Media?
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Background.
Situation: Since 2012, Egypt and Saudi Arabia saw a tremendous boom in social media. People saw the power of being connected online could do, and as collectivist as the society is, they took their social setting to the virtual world. The problem is they took their habits with them as well, asking friends when they are looking for information, rather opt in to Google search.
Brief: Our task was how to move the traffic when looking for information to be from friends, to Google search.
Objectives: Increase traffic and frequency on Google search
Describe the creative idea/insights
In Egypt, and the Arab world, people to tend to answer questions, even if they don’t know the answer to them, since they don’t want to seem ignorant
We created a character, Waterpolo Coach Aref (common name that literally means ‘knowledgeable’), who since he coaches Waterpolo, he thinks he knows everything about sports. When people ask him questions and he responds with the wrong answer, we start seeing the right answer on Google to show the difference.
If you want to know anything about Football, Ask Google
Describe the strategy.
We have preformed several focus groups in Egypt & Saudi Arabia, gathering qualitative and quantitative data which was our starting point for the strategy and insight.
Our audience were 18-35, the youth of Egypt and Saudi Arabia that were infamous for their online usage and love for humorous content. Research suggested that when they want real information they’d go to Google, but old habits die hard, they still automatically went to their friends rather than heading to Google
Describe the execution.
In 2 months’ time we have developed series of films each film tackling a different football question, which we knew from our research data consumers are interested in knowing the answers of those questions. We created a hero character which thinks he knows it all while the truth is he can never give a precise answer as Google search engine. The series of films were placed in several touch-points
List the results.
The campaign aimed to introduce the new experience for Google Search for football related information (Match times, scores, standings, Player info ..etc), helping users get this information directly from the search result page faster and more accurately than ever.
The campaign reached 79% of the total target audience across all mediums and channels, generating positive sentiment in both countries with users sharing the different campaign creatives across social platforms +100k times including sharing many other ways of how Google helps users daily. The campaign delivered on the business goals and increased users unaided awareness for the feature by 22pp.
Credits
Dani Richa |
Impact BBDO |
Chief Executive Officer |
Paul Shearer |
Impact BBDO Dubai |
Chief Creative Officer |
Hussam Moro |
Impact BBDO Cairo |
Chief Creative Officer |
Jad El Rabahi |
Impact BBDO Dubai |
Regional Account Director |
Amira Abdelnabi |
Impact BBDO Dubai |
Account Director |
Mostafa Hashish |
Impact BBDO Dubai |
Senior Strategist |
Mohamed Fathy |
Good People |
Director |
Khaled Zaki |
Good People |
Producer |
Links
Social Media URL