Google - You need to know. We don't.
Concept
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We all have those burning questions. The ones we could never ask another person. Whether it’s because we’re embarrassed about having to ask or because it’s something we feel is... private.
A lot of us choose to ask those questions online, and live in fear of what would happen if someone else were to find out what we were really searching for.
Positioning the campaign from the users’ perspective immediately connects them to the brand and to the story being told. They can relate to it. And specifically playing on the embarrassment they feel when they search for certain information makes it playful and feel more human.
Implementation
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Alongside out of home advertisements and social posts, this campaign will directly utilize Google properties to drive home their commitment to putting power over your data back in your hands.
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This will involve adding incognito search buttons on Google search, images, translate, maps, and Youtube, as well as highlighting the ability to delete search history from Google Assistant and Home devices.
Implementation
​
Alongside out of home advertisements and social posts, this campaign will directly utilize Google properties to drive home their commitment to putting power over your data back in your hands.
​
This will involve adding incognito search buttons on Google search, images, translate, maps, and Youtube, as well as highlighting the ability to delete search history from Google Assistant and Home devices.
Audience Interaction
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Certain out of home advertisements will be created on interactive screens that allow users to search for whatever they want. They then have the choice to leave it for the next person to find, or to erase their search. These ads should look nearly identical to the static versions.
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Additionally, templates will be posted online through Twitter and Reddit to increase the digital presence of the campaign and create a social culture around it.
