Google promotes apps with contextual outdoor campaign from The Hallway
Google is spruiking the benefits of the Google App in a new campaign which sees contextually relevant web searches suggested across mobile platforms, outdoor and television, such as an outdoor display near a Hungry Jacks asking ‘How many calories are in a burger?’.
The campaign, created by recently appointed creative agency The Hallway, follows on from the search platform promoting Google Search in London with a similar outdoor campaign, created by R/GA, which saw contextually relevant information displayed on digital outdoor billboards.
Promoting the Google App this time, the campaign is heavily weighted on mobile.
Google Australia and NZ head of marketing Lucinda Barlow said: “We put mobile right at the front of this campaign. It is the most heavily weighted media channel because that is increasingly where Australians are spending their time.”
The outdoor and digital elements follow on from The Hallway’s TV campaign which highlighted how users could search across Google’s Android and iPhone apps.
Tha Hallway ECD Simon Lee said: “We live in a mobile-centric age and are advertising a mobile utility, so from its inception, both strategically and creatively, this campaign was always going to be mobile led. The opportunities this focus affords us are very exciting.
“As the campaign evolves, digital outdoor and mobile media allow us increasingly to tailor our executions to their context. We are also very excited by the ability to be topical – reacting rapidly to news and events as they unfold. Creative agility is key to getting this right which is why we’ve adopted an “always-on” news room style approach.”
Miranda Ward
The R/GA work:
Credits:
- Client: Google Australia
- Creative agency: The Hallway
- Media agency: PHD
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stop trying to suggest that ‘contextual comms’ is anything new or what smart marketers should always be doing. From Build with Chrome to this…. #googlefail
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If you google ‘dull’ this campaign comes up
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What Google Adwords and youtube not driving demand for the app? Ha ha…. Even Google are waking up to the fact they only satisfy demand and cannot create it!!
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