Description
Brief: Demonstrate the ease-of-use of the new Google Search interface. Context: ‘Googly’ is a cricket term commonly used to describe something that takes an unexpected turn, like ‘curveball’. Idea: We hijacked the most effective and persistent media space in our users’ lives - their own nagging curiosity. Every day, we used our TV spots to ask the audience what we called ‘Googlies on Google’ - seemingly obvious questions that almost everyone gets wrong. But we didn’t reveal any answers - we let their own curiosity do the rest. The millions who googled the answers were left shocked and entertained, and even went on to challenge their friends, turning our traditional TV spots into a first-of-its-kind nationwide interactive game that the entire country was hooked on to. Result: Without even mentioning the new product features in our ads, we got millions to experience them firsthand. The campaign triggered a staggering 105 million searches which led to 12.5% growth in interacting users.
