News

Google pushes app with new campaign which sees content created for Masterchef

Google is pushing its app in a new campaign which sees the online behemoth partner with Masterchef Australia to create contextual TV ads relevant to the show’s content.

At the heart of the campaign, created by The Hallway, is three films which aim to show the power of a question and how Google users can utilise the app to dive into their passions.

Google AU/NZ head of marketing Lucinda Barlow said in a statement: “This is a mobile first campaign. Australians are on their mobiles in record numbers, so it’s no surprise that the majority of our media efforts are on mobile.”

Running across YouTube, digital display, cinema, TV and mobile, the campaign also includes several made-for-YouTube executions while the Masterchef contextual spots are featured during the show’s ad breaks and concurrently on digital and in social.

“The Google app helps meet our needs in the moment. It allows us to talk to Google like a personal assistant, and get answers that are more relevant to us and our location,” said Barlow.

The Hallway executive creative director and partner Simon Leee said: “Our previous Google app campaign proved the effectiveness of being hyper-contextual. We’ve continued this strategy across mobile-rich media and our MasterChef partnership, where we crafted contextual TV spots asking people to search for things related to each episode, like ‘Are coconuts nuts?’ or ‘How long do ribs take to cook?’

“The Google app has an incredible capacity to help you dive deeper into and enjoy the things you love more than ever before. It’s been fabulous working closely with the team at Google to bring this compelling truth to life.”

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.