Wondering what is the secret formula for building product awareness? Answer – Make it hyper-relevant. This is what Google’s marketing team leveraged on to build the popularity of Google maps.
The insight
Google’s team concluded that among between weddings, festivals, cricket matches, bad weather, and developmental construction work, bad traffic conditions are a constant uncertainty in India’s key cities. Google capitalised on this insight to drive people to use Google maps regularly.
#LookBeforeYouLeave
Google rolled out an integrated campaign – #LookBefereYouLeave across digital (online, video and social) and traditional (TV, print and OOH) channels across 8 key metro cities. Google knew that today’s mobile first consumers expect brands to be helpful when they turn to their smartphones in their moments of need. So, Google created ads that addressed India specific traffic conditions due to events like cricket matches, weddings, etc.
Google also hyper contextualised these ads such that these were aired on Youtube only on specific weather conditions like this ad which displayed every time there was a severe downpour in Kolkata.
To reinforce the message, Google also took over billboards in two high traffic locations in Mumbai to feature real-time traffic updates – a first time innovation in OOH space.
The campaign was a huge success as it accounted for 10% uplift in feature awareness and 40% growth in daily active users.
For your brand too, we can create hyper-contextual campaigns that will significantly uplift your brand’s awareness. Please reply to this email with the date & time convenient to you and we will be happy to meet you…
