Tear-jerkers, 2am dumplings and plot twists. Google's latest campaign pits the mobile search app as a vehicle for more fun, more enjoyment - more everything.
The campaign, created by indie shop The Hallway, follows last year’s Australian Google app launch and aims to cement the app as the default choice for mobile search by targeting two of Australia’s favourite passions: food and entertainment.
The campaign features a raft of interactive digital and contextual mobile display executions including the AdMob Lightbox format that explores a street food stall, rich media banners that use location to serve relevant search results and keyword targeted banners. The campaign also includes YouTube pre-roll videos, two 30-second spots running online and on TV, and a 60 second spot running online, in cinema and on TV.
Google has also partnered with MasterChef Australia, with 18 bespoke TV spots with messaging tailored to each episode.
Out of home ads will appear in cinemas, tailored to current movie releases.
"Our audience lives on mobile so that's where we put the bulk of our media. We wanted to show mobile as a beautiful canvas for helping meet people's needs, curiosity and passions. The Hallway brought this to life through wonderful storytelling around how Australians are searching for answers on mobile,” said Lucinda Barlow, Google head of marketing.
