Google launches Google app campaign in partnership with The Voice Australia and R/GA
![RGA-GOOGLE-THEVOICE[1].jpg](https://asset-cdn.campaignbrief.com/wp-content/uploads/2016/05/05072749/RGAGOOGLETHEVOICE5B15D.jpg)
Google has launched a new campaign for the Google app across digital, social and TV, partnering with The Voice Australia to create content that leverages moments from the show itself.
The campaign, created by R/GA Sydney, includes unique spots appearing in each episode of the show up until the Grand Finale – a total of 26 contextual ads in all.
Running across YouTube, digital display, TV, social and mobile, the campaign demonstrates that the Google app is for far more than searching the web, including setting reminders, finding local businesses, discovering images, and much more.
Says Julia Donnan, Head of Search Marketing at Google: “The Google app is useful in every moment of the day, so tying it to The Voice was an opportunity for Australians to see the utility of the app in action. And with second-screening on mobile becoming increasingly widespread, we wanted to prompt viewers to explore the app during the show to answer questions they care about in that moment.”
Adds Executive Creative Director at R/GA, Hamish Stewart: “The Google app just naturally lends itself to contextual campaigns, given the variety of moments it can add value to. It’s been a fantastic experience collaborating directly with Endemol Shine Australia and Nine Network to integrate Google directly into the program. Creating tailored placements across digital and social, as well as 26 individual TVCs, has been a huge creative challenge but incredibly rewarding. We’re looking forward to seeing the campaign roll out over the coming weeks.”
Client: Google Australia
Agency: R/GA Sydney
Production: R/GA Sydney, Endemol Shine Australia
Sound: Rumble
Media: PhD, Essence
Network Partner: Nine Network
11 Comments
Well done
For an agency who’s MD constantly mocks ‘traditional’ agencies, ‘traditional’ channels (such as TV) and ‘traditional’ thinking, R/GA Sydney seems to PR a lot of very ‘traditional’ work.
If ya gonna bag out the ad industry make sure your work is better than everyone else more bog standard work from of RGA Sydney.
I think it’s kinda kool. If you liked the voice, these ads would definitely work.
This is cutting edge stuff. Really walking the talk big guy. Oh hang on, it’s actually just a shit ad.
The MD, go find him and tell him, not like he is hiding anywhere.. Like you guys.. oh wait..
The boxing spot made me giggle.
Well I doubt any of you big loud men actually watch the voice, so here’s a girl’s opinion: These ads are really sweet and speak to younger girls who actually watch the show. xx
Say what you will, but I don’t see anything wrong with this at all.
cmon guys, break it up.
I’ve tried to do something like this many times before. It’s not easy and all my attempts failed. Well done R/GA, nice simple spots that would have been hard to make happen.