Google Australia launches new campaign for local businesses

A new campaign for Google Australia developed with Colenso BBDO and The Hallway focuses on local businesses that have pivoted to stay accessible and open for their customers during the COVID-19 pandemic.

As Australian businesses look to recover from the impact of COVID-19, new Google Search insights show Australians are keen to support their local businesses. Searches for “supporting local” and “small business” are the highest they have been in a decade according to a Google Trends research report published last month.

The new campaign focuses on the free tools available to businesses to assist them in their pivot to e-commerce. The hero spot (60 & 30”) features a children’s multilingual bookstore in Sydney, where the owner and storyteller is featured to show how they have used digital tools to continue connecting with their customers through these challenging times. It will run across TV, cinema, and digital.

These spots are supported by more focused spots (30 & 15”) that show a variety of businesses — including a fitness and yoga studio, bookstore, and a restaurant.

Finally, the lower funnel product-focused videos show the tools available to business owners and customers to help them.

Director of marketing at Google, Aisling Finch, said: “This year, Aussies have rallied their support behind local businesses more than ever. These businesses have been incredible in finding new ways to connect with their customers, using Google’s free tools to adapt. Colenso and The Hallway have beautifully captured some hero examples in this campaign.”

In addition to the films, a print layer of the campaign showcasing a range of small businesses will launch from 7 November across various metro and regional news titles, alongside social sharing on Google Australia accounts.

Client: Google Australia
Creative Agency [Film]: Colenso BBDO
Creative Agency [Print]: The Hallway
Influencer Agency: Emotive
Production Company: Scoundrel
Director: Lucy Knox
Executive Producer: Adrian Shapiro
Producer: Holly Winter
DOP: Campbell Brown
Editor: Laurence Van Camp
Colourist: Fergus Rotherham
Post-Production: Blockhead Sydney
Music & Sound Design: Franklin Road
Composer: Mahuia Bridgman-Cooper
Sound Engineer: Brendon Morrow
Music Supervisor: Jonathan Mihaljevich
Media Agencies: PHD & Essence


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