Google shows Aussies how to get more from the things you love in app campaign via The Hallway

This month sees the launch of Google Australia’s latest Google app campaign, created in partnership with independent creative agency The Hallway.

It follows last year’s Australian Google app launch and aims to cement the app as the default choice for mobile search by targeting two of Australia’s favourite passions: food and entertainment.

VIEW THE ‘FOOD’ SPOT

VIEW THE ‘MOVIES’ SPOT

VIEW THE ‘SCENE STEALER’ SPOT

The ‘Ask the Google app’ campaign features a raft of interactive digital and contextual mobile display executions including an innovative and immersive use of the AdMob Lightbox format that allows exploration of a street food stall or record store all on their mobile, rich media banners that utilise a user’s location to serve relevant search results and keyword targeted banners.  These mobile executions run in conjunction with YouTube pre-roll videos, two 30 second spots running online and on TV, and a 60 second spot running online, in cinema and on TV.

The campaign presents the Google app as a powerful catalyst for greater enjoyment of the things you love, celebrating a vast variety of foodie and cinephile pleasures, from “2am dumplings” to “tear-jerkers” and “plot twists”.

For the love of food

To further encourage Australians’ passion for food, the campaign also includes a partnership with MasterChef Australia, with 18 bespoke TV spots featuring messaging tailored to each episode, and contextual digital executions.

For the love of movies

The campaign’s entertainment stream is supported by tactical mobile display reacting to major film launches and digital out-of-home in cinema foyers.

Says Lucinda Barlow, head of marketing, Google AU/NZ: “Our audience lives on mobile so that’s where we put the bulk of our media. We wanted to show mobile as a beautiful canvas for helping meet people’s needs, curiosity and passions. The Hallway brought this to life through wonderful storytelling around how Australians are searching for answers on mobile.”

Says Simon Lee, ECD and partner, The Hallway: “The Google app has an incredible capacity to help you dive deeper into and enjoy the things you love more than ever before.

“It’s been fabulous working closely with our great partners at Google to bring this compelling truth to life.”

Client: Google

Media: PHD