Despite over 2 million downloads, Aussie millennials still didn't understand the rich and diverse ways the Google App could help them discover the world around them. So we partnered with The Voice, one of Australia's favourite TV shows, with over 1.15m viewers per episode. 

Voting

Showcasing Google at the speed of culture

The idea: take key moments from the show to demonstrate how the Google App could help our audience discover more.

We worked hand-in-hand with the producers of the show (thanks Dave!) to completely integrate our ads, commenting on events within the show as they happened - ultimately creating 29 unique spots, airing over 9 weeks.

We used the Google App to go deeper into artists' names, their clothing, their behaviour, and their songs, demonstrating in real time just how useful the app could be. Viewers could also vote for their favourite artist using the app.

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Case Study

Results

In just 9 weeks we transformed usage of the app, with a 19.4% brand uplift amongst the millennial target. 

Just Some of the Ads

Extending the conversation in social

The Voice audience is active and engaged in social, so we kept the conversation going with a response lab, posting in real time about the show's most memorable moments.

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Awards

AdNews Awards 2017

Winner, Media Campaign of the Year

B&T Awards 2017

Shortlist, Best TV Campaign
Shortlist, Best Use of Sponsorship
Shortlist, Best Use of Real-Time Marketing

 

Credits

Executive Creative Director / Copywriter: Hamish Stewart

Associate Creative Director: Christian Hewitt

Senior Copywriter: Dave O'Sullivan

Copywriter: Kate Allen

Junior Designer: Kate Harrison

Editor: Nicholas Margerison

Social Strategist: Justine Cusack

Strategist: Toby Fisher

Executive Producer: Simone Delaney

Agency Producers: Margo Lowry, Magdaline Diles, Emily Fisher, Julia Rush, Kirsten Caly

Production Company: R/GA, Channel 9/Endemol Shine

Sound: Rumble Studios

Client: Google

Agency: R/GA