In 2016 Google had evolved for the mobile age, but how people searched hadn’t.
From locating restaurants nearby to providing updates on your favourite teams before you even ask, the Google app is the best way to access Google for helpful assistance throughout your day. But it's only after experiencing the app first hand that people really understand how much better it is.
Simply telling the target of hard-to-convince Aussie millennials about the app wasn’t going to be enough to change their existing search behaviour.
What the Google app needed to do was become part of the social conversations they were engaged in and give them a specific reason to experience the app first hand.
PHD therefore set out to find one action that had scale, that the target was intuitively familiar with, and that it could make so much easier to do via the Google app.
The agency’s search for the right action was grounded in a key cultural insight: Australia is a nation built on the ideals of ‘a fair go’ where having an opinion and sharing it isn’t a right, it’s a fundamental part of being an Aussie.
With voting compulsory for anyone 18 years and older, every Aussie loves to have their opinion heard. But the act of voting is often considered clunky and over-complicated.
Armed with this insight, PHD partnered with one of Australia’s biggest voting occasions and set out to provide a better way to vote for the nation’s next superstar on The Voice Australia.
In an Australian first, the agency integrated the ability to vote via the Google app into The Voice’s voting platform, providing a new and easy way to vote on your mobile.
PHD negotiated a fully integrated partnership with Channel 9 and Shine Australia leveraging voting rights and IP across digital and social channels, as well as in-show mentions and priority ad placements across AV.
It showed Australia how easy it was to vote via the Google app in three simple steps:
1. Type or say “The Voice vote” within the Google app
2. Tap the picture of the artist you want to vote for
3. Tap “vote” to cast your vote.
The whole process was integrated directly into the search results page eliminating any need to click through to links or visit complicated sites.
But voting was only the beginning. In order to make usage a daily habit, it also needed to demonstrate how the app could be helpful as Aussies went about their day. To do this, the agency demonstrated a variety of Google app features at moments throughout the show when they provided a relevant benefit.
It created 25 unique 15” Google app demonstrations hyper-relevant to content in each episode across YouTube, TV and catch-up TV. It showed people how to set reminders, translate languages, and even how to use the app to easily search and find photos on your phone.
It paired this with social posts engaging in the buzz of live episode banter and suggesting related questions to ask the Google app across Twitter and Facebook.
All of the above was geared towards driving viewers to directly engage with the Google app via both voting and hyper-relevant demonstration.
The activity evolved as the show progressed through the following stages:
1. Pre-recorded episodes including blind audition and battle stages: These episodes included app demonstrations across YouTube, TV and Catch-up TV that were hyper-relevant to content in show. When a new group of artists was introduced called ‘The Koi Boys’, the Google app ad immediately followed demonstrating the question “show me pictures of Koi”.
2. Live performance episodes: During live episodes it had a much bigger challenge to remain relevant as it couldn’t predict content ahead of time. In an Australian first, the agency created TV ads that reacted to live content in real-time just minutes after it aired. When a contestant sang the french song “L’Amour” live, our TV ad was edited and placed within minutes, immediately following with a Google app translation of, “L’Amour L’Amour L’Amour L’Amour”.
But live ads weren’t only restricted to TV, PHD extended this real-time approach to engage with the social buzz around live performances on Twitter and Facebook. It created and posted GIFs of live performances near instantly suggesting questions to ask the Google app in relation to the songs being performed. Creating live ads took a ton of agile planning that required show, agency and client teams on standby ready to create, approve and execute ads instantly. The strong partnership with The Voice’s production company, Shine was integral to this process.
3. Ongoing voting amplification: In-show mentions reminded viewers to vote via the Google app as well as reminder TVC’s throughout periods when voting was live.
Simplifying one of Australia’s biggest voting occasions while demonstrating hyper-relevant benefits, proved to Aussies that the Google app provided a better way to do things.
Exact results remain confidential at the client’s request.