Google Australia has launched a campaign to highlight the resilience and strength of Australians through COVID-19 and the many ways Google is there to help.
From help with keeping the kids entertained to how to avoid crowds, from how to better support local business to keeping workers and students connected remotely, Google has been adapting its products to help Aussies and their changing needs.
The campaign has been developed with creative agency Colenso BBDO, which was recently appointed to the Google roster.
“You dream of having the opportunity to work with the world’s most influential brands – so we’re pinching ourselves," Colenso BBDO managing director Scott Coldham says.
"The team is amazing, the energy is palpable and the ambition to do incredible work together couldn’t be clearer. We are very excited to launch this first body of work together.”
The new work draws on research about the types of help Aussies are looking for through COVID-19.
Using this research, Google and Colenso BBDO identified a gap between the types of help people wanted and awareness of Google products that could readily assist them.
From these insights, an adaptable campaign platform was created that could respond quickly to changes in consumer needs.
The ads are running until July on social and digital properties including YouTube, Twitter, Facebook and Instagram with each highlighting practical examples of how Google can help Aussies live and work more effectively and joyfully.
“Aussies are a resilient bunch - but we all need a little help from time to time," Google head of consumer software marketing Zoe Hayes says.
"This campaign has been designed to educate and inspire Aussies with the incredibly broad range of products Google offers and help them navigate this chapter.”
Credits
Company: Google Australia
Client: Aisling Finch, Director of Marketing
Client: Zoe Hayes, Head of B2C Marketing, Apps & Platforms
Client: Maura Halpin, Product Marketing Manager
Client: Nicholas Hirst, Associate Product Marketing Manager
Client: Zara Mullan, Consumer Insights
Client: Rob Maddison, APAC Digital Media Lead
Client: Natalie Mazin, Media Lab Agency Partner
Client: Victoria Etheridge, APAC Digital Media Manager
Creative Agency: Colenso BBDO
Production Company: Bunker, Nylon
Media Agencies: PHD & Essence
Other partners: Sith Chanh, editor
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