News

Google appoints The Hallway, with first work focusing on how app can help users in everyday lives

Google has unveiled the first work from recently appointed creative agency The Hallway which sees the online platform focus on how Australians can search across its Android and iPhone apps through showing how new dog owners can use the voice activation to search for puppy related courses and even get name suggestions.

Google works with agencies on a project-by-project basis, with the company currently working with Xphyr, M&C Saatchi (on Google Play) and Grumpy Sailor amongst others.

The campaign aims to showcase how the Google App can help users in their everyday lives, from giving directions, to the weather forecast or if needed, to suggesting potential names for the newest member of a family.

The Hallway ECD and joint owner Simon Lee said: “Mobile offers a rich and different search experience. Just telling people it’s different won’t change behaviour. The key is getting people to start experiencing the benefits for themselves. We’re doing that by showing people how they can ask the Google App in different contexts.

“Although a campaign that touches most media, this is an idea that was born out of mobile.  We then applied the principles of contextual targeting to all channels. The result is a mass media campaign with messaging that is tailored to nearly every touch point.”

The campaign is supported with 15 second YouTube pre-rolls which have taken some of YouTube’s most viewed videos and paired them with ‘Ok Google’ questions.

CREDITS

  • Client: Google Australia
  • Creative agency: The Hallway
  • Production company: Jungleboys
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