Creative Concept. Digital assets. A/B Testing. Content Customisation
Indonesia is a country, vast and varied, where people in different cities have different needs and priorities. While the Google App and Search feature evolve to become even more in tune with these needs, so must the campaign messaging. Based on cultural insights and data given, quarterly digital campaigns are created with hundreds of permutations to include region-specific tonality and topics. The overall aim is to show and tell, using micro moments to prove how Search can be a useful feature in every day, and for every one.
Experimentation with bold colours and copy to stand out from the visual noise online. The context was based on the theme of last minute needs and spontaneous moments.
We also created interactive mastheads centred around exploring new experiences, food and places.
Using 360 panoramic images, hotspots were placed throughout for viewers to click and explore. This masthead is intended to demonstrate how GApp Search can be used in every aspect of one’s exploration.
Dynamic banners (Vogon) were suggested to offer timely and contextual information to viewers during a specific event like soccer season. Reflecting what the user was watching on YouTube, the copy would change accordingly.
Copy translations:
Before you watch cats, check out the fate of Arsenal first?
How and what Google Search is used for vary from place to place. The challenge faced was creating a campaign that was inclusive for such a wide spectrum of users. And so scenarios were created versatile enough for a variety of search queries i.e. copy that was hyper relevant to each target audience. For example, the gif of a girl finding her food cupboard empty catered to search queries ranging from ‘24-hour pizza delivery in Jakarta’ to ‘minimart in Surabaya’.