Google uses The Voice contestants in new campaign promoting its app
Google has signed on with The Voice to run a series of contextual ads promoting its app, featuring contestants from the Channel Nine show.
R/GA in Sydney has created the campaign which features a total of 26 ads which will run in Nine’s talent show through to the finals.
The search and advertising giant is driving the usefulness of the Google app as a resource for people across the day, using short vignettes of people using the app that relate back to the content of the show.
Google’s head of search marketing, Julia Donnan, said that the Voice created a chance for people to see the app in action.
“The Google app is useful in every moment of the day, so tying it to The Voice was an opportunity for Australians to see the utility of the app in action,” Donnan said.
“And with second-screening on mobile becoming increasingly widespread, we wanted to prompt viewers to explore the app during the show to answer questions they care about in that moment.”
The 15-second promotions will also be seeded through social media, Youtube and digital display.
The ads show the scope of the app’s abilities, from easily setting reminders to finding businesses and discovering images.
R/GA executive creative director, Hamish Stewart, said the collaboration with Nine and Voice producers Endemol Shine Australia had allowed them to tailer the placements of the ads.
“The Google app just naturally lends itself to contextual campaigns, given the variety of moments it can add value to,” Stewart said.
“Creating tailored placements across digital and social, as well as 26 individual TVCs, has been a huge creative challenge but incredibly rewarding. We’re looking forward to seeing the campaign roll out over the coming weeks.”
The first ads in the series featured the app answering questions about the origins of the fedora and finding nearby boxing gyms.
Credits:
- Client: Google Australia
- Agency: R/GA Sydney
- Production: R/GA Sydney, Endemol Shine Australia
- Sound: Rumble
- Media: PhD, Essence
