Peach PRC takes Google on Aussie bush doof adventure in new content series, via 72andSunny
Aussie musician Peach PRC has taken her audience on an Aussie bush doof adventure via a TikTok content series, to launch and demonstrate the new Google app features for iOS.
Developed by creative agency 72andSunny, the 6-part content series follows Peach PRC as she navigates the cultural nuances of her first ever bush doof with the help of the Google app.
The campaign was created to promote Google’s range of new features including Google Gemini AI, Google Lens, and Google Hum to Search.
It tapped into bush doof culture, popular with Gen Z audiences, including designing a doof stick, to translating doof terminology, to finding a song with just a hum.
“To resonate with Gen Z, a typically cynical and anti-ad audience, we had to play into their culture with a surprising IYKYK set up and find a creator that speaks to them, giving them a relatable and authentic reason to use the new Google search features,” said 72andSunny’s strategy lead, Shadi Sarreshtehdarzadeh.
Leah Ferris, head of consumer marketing – YouTube, apps, and platforms at Google Australia, added: “Right from the start, it was important that the content produced met young Australians in conversations they were already having, on platforms they were already on.
“With this content series, we’re proud to continue partnering with local artists, like Peach PRC, to demonstrate the everyday helpfulness of the Google App on iPhone amongst the backdrop of a hyper local rite of passage.”
Described online as ‘the crossover [we] couldn’t have imagined in [our] wildest dreams’ by Gen Z fans, the content series was a huge success internationally.
Other assets:
#1 Lens – Op Shop
#2 Gemini – Doof Stick
#3 Gemini – Road Trip
#4 Gemini – Mini Bag
#5 Translate – Doof Trolley
#6 Hum To Search – Get Unready
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
72andSunny
Aussie culture
bush doof
content series
culture
Gen Z
Google
Google Australia
Leah Ferris
Peach PRC
Shadi Sarreshtehdarzadeh
TikTok
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