Google Plus Digital Advertising Campaign
- 2. COMPANY PROFILE. -- DREAM, THINK, LIVE DIGITAL, -- REJECT THE ORDINARY -- INNOVATIVE & INTERACTIVE -- MULTI PLATFORM CAPABILITIES
- 3. DIGITAL DOORWAYS FOR GOOGLE. DIGITAL DOORWAYS IS A DIGITAL CREATIVE AGENCY DEDICATED TO CREATING 21ST CENTURY SOLUTIONS FOR 21ST CENTURY COMPANIES SUCH AS GOOGLE. WE BELIEVE THAT OUR DIVERSE CAPABILITIES AND INNOVATIVE CAMPAIGNS MAKE US THE BEST AGENCY TO DELIVER A SOLUTION FOR GOOGLE PLUS. GOOGLE PRIDES ITSELF ON DELIVERING INNOVATIVE TECHNOLOGICAL SOLUTIONS. THUS AN ADVERTISING CAMPAIGN FOR A GOOGLE PRODUCT SHOULD ALSO REFLECT AND HIGHLIGHT GOOGLE’S DEDICATION TO INNOVATION AND PROGRESSIVE TECHNOLOGY. THIS IS WHERE DIGITAL DOORWAYS COMES IN. EACH OF OUR PAST CAMPAIGNS LEVERAGED NEW TECHNOLOGIES TO PRODUCE SUCCESSFUL ADVERTISING CAMPAIGNS FOR OUR CLIENTS.
- 4. WHAT WE WILL DELIVER. OUR ULTIMATE AIM FOR GOOGLE PLUS IS TO CREATE A CAMPAIGN THAT WILL DRIVE NEW USERS TO THE SITE, EXCITE EXISTING USERS AND STIMULATE THEM TO USE GOOGLE PLUS AS THEIR PRIMARY SOCIAL NETWORK, LONG AFTER THE CAMPAIGN ITSELF IS COMPLETE.
- 5. BRIEF SUMMARY. -- GOAL: MAKE GOOGLE+ THE #1 SOCIAL NETWORKING TOOL OF CHOICE -- ISSUE: LOW % OF ACTIVE USERS -- INSIGHT: USERS FEELING SOCIAL NETWORK FATIGUE/BURNOUT -- INSIGHT: LITTLE DIFFERENTIATION FROM COMPETITORS -- GOAL: MAKE GOOGLE+ PRIMARY SOCIAL NETWORKING SITE -- IDEA (SMP): “WORTH THE EFFORT” -- CORE TARGET: MALE, AUSTRALIAN RESIDENTS, STUDENTS, 18-35, GOOGLE+ USERS -- 2ND TARGET: MALE, AUSTRALIAN RESIDENTS, PROFESSIONALS, 22-35 -- VOICE: POLITICALLY CORRECT, CONFIDENT, UNCOMPLICATED
- 6. THE BIG IDEA. -- GOOGLE + BE YOUR SELF PROJECT
- 7. THE BIG IDEA RATIONALE. AFTER ANALYSING OUR TARGET AUDIENCE (MALES AGED BETWEEN 18-35) WE FOUND THAT THEY CONSTANTLY SOUGHT TO CONTROL THEIR PUBLIC IMAGE AND THE WAY THEY WERE PERCEIVED BY DIFFERENT SOCIAL GROUPS. SATISFYING THIS NEED IS SO IMPORTANT TO THE TARGET AUDIENCE THAT OFTEN THE IMAGE PRESENTED TO THE MASSES IS VERY SUPERFICIAL AND TAILORED TO APPEAL TO EVERYONE, THUS HIDING THEIR TRUE PERSONALITY. WE HAVE CALLED OUR BIG IDEA THE GOOGLE+ BE YOURSELF PROJECT TO SHOW OUR TARGET AUDIENCE THAT USING GOOGLE+ WAS WORTH THE EFFORT BECAUSE THEY COULD EXPRESS THE DIFFERENT ELEMENTS OF THEIR PERSONALITIES TO SPECIFIC GROUPS. THE KEY MESSAGE OF THE CAMPAIGN IS THAT USERS CAN BE THEMSELVES WITHOUT FEAR OF RIDICULE BECAUSE THE INFORMATION THEY SHARE WILL ONLY BE COMMUNICATED TO THE RELEVANT CIRCLES. IT IS WORTH THE EFFORT BECAUSE THEY CAN EASILY CONTROL WHAT INFORMATION IS SHARED AND HOW THEY WISH TO PRESENT THEMSELVES TO DIFFERENT GROUPS.
- 8. THE BIG IDEA RATIONALE. IN LINE WITH OUR TARGET AUDIENCE’S INTERESTS AND COMMUNICATION PREFERENCES WE CHOSE TO COMMUNICATE THE MESSAGE OF THE BE YOURSELF PROJECT VIA A MULTI-CHANNEL DIGITAL CAMPAIGN. WE KNEW THAT THIS STRATEGY WOULD INDULGE THE CONSUMERS’ LOVE OF TECHNOLOGY AND CONNECT WITH THEM VIA A PROCESS OF INTRIGUE AND ENTERTAINMENT. FURTHERMORE SUCH A DIGITAL CAMPAIGN WOULD EASILY REACH USERS HAVE THE POTENTIAL TO GO VIRAL AND ULTIMATELY DRIVE ENGAGEMENT ON THE GOOGLE+ WEBSITE.
- 9. EXECUTION.
- 10. EXECUTION. GOOGLE IS AN INNOVATIVE TECHNOLOGICAL COMPANY THAT ENCOURAGES AND STIMULATES CREATIVE SOLUTIONS TO EVERYDAY PROBLEMS. THE MAIN PURPOSE OF OUR EXECUTIONS IS TO DELIVER THE MESSAGE TO OUR TARGET AUDIENCE THROUGH THE MEDIUMS THAT WILL HELP THEM DISCOVER, INVOLVE, ACT AND SHARE THE MESSAGE USING GOOGLE+. WE WANTED TO SPARK THE IMAGINATIONS OF OUR TARGET AUDIENCE AND PRINCIPALLY GET THEM INTERESTED IN THE CAMPAIGN VIA A UNIQUE INTERACTIVE ELECTRONIC DISPLAY THAT GENERATED CONSUMER CONVERSATION/WORD OF MOUTH AND LED THEM TO THE INNOVATIVE WEB BASED MICRO-SITE. ONCE USERS ARRIVED AT THE GOOGLE+ BE YOURSELF PROJECT TAB THEY WOULD DISCOVER THE COMPETITION (30 SECONDS OF FAME) AND SOME EXCITING ONLINE VIDEO MAKING TOOLS. OUR MOBILE APPLICATION WOULD PORT THESE ONLINE WIDGETS TO THE MOBILE PHONES OF USERS TO HELP INSPIRE A TARGET AUDIENCE ON THE MOVE. FINALLY OUR INTERACTIVE YOUTUBE BASED VIDEO CAMPAIGN WOULD DRIVE FURTHER WEBSITE TRAFFIC AND CREATE AWARENESS OF THE COMPETITION.
- 11. EXECUTION - MEDIUM 1. -- STREET CAMPAIGN: INTERACTIVE ELECTRONIC DISPLAY
- 12. EXECUTION - MEDIUM 1. -- WHAT: INTERACTIVE VIDEO DISPLAY. A LIFE SIZE LCD SCREEN WHICH WILL DISPLAY REAL SIZE IMAGES OF VARIOUS ‘IDENTITIES’. FOR EXAMPLE, A ROCKSTAR, GEEK, ETC. THANKS TO AN INBUILT VIDEO CAMERA, PEOPLE WILL BE ATTRACTED TO THE DISPLAYS AS THEY SEE THEMSELVES PROJECTED ON SCREEN. AS THEY STAND THE APPROPRIATE DISTANCE FROM THE SCREEN (X MARKS THE SPOT) THEIR HEAD WILL BE OVERLAYED ONTO THE CHARACTERS’ BODIES. THE SCREEN WILL CHANGE BETWEEN THE DIFFERENT COSTUMES/PERSONALITIES TO GIVE THE USER THE IMPRESSION THEY ARE SWITCHING BETWEEN DIFFERENT BODIES. USERS WILL BE ABLE TO INTERACT WITH THE SCREEN TO SELECT THEIR FAVOURITE PERSONALITY, AND CAN REQUEST TO HAVE A SNAPSHOT TAKEN AND SENT TO THEIR EMAIL. -- LOCATED ON THE SCREEN WILL BE THE TAG LINE: ‘WHO IS THE REAL YOU? BE YOURSELF WITH GOOGLE+’. A QR CODE WILL LEAD USERS TO THE GOOGLE+ BE YOURSELF PROJECT WEBSITE (A TAB LOCATED ON GOOGLE+).
- 13. EXECUTION - MEDIUM 1. -- WHERE: WE WILL INSTALL LIFE-SIZED INTERACTIVE LCD SCREENS IN KEY THOROUGHFARES OF MAJOR CITIES, FOCUSING ON LOCATIONS FREQUENTED BY OUR TARGET AUDIENCE. THIS WILL INCLUDE PLACES LIKE THE CBD (MARTIN PLACE), UNIVERSITY WALKWAYS AND LIBRARIES, BUS STOPS, TOWN HALL STEPS, NEAR TECHNOLOGY/ELECTRONIC STORES AND SO ON. -- RATIONALE: WE WANTED TO DEMONSTRATE IN A LIGHTHEARTED WAY HOW PEOPLE WEAR DIFFERENT KINDS OF PERSONAS IN LIFE. USING INTERACTIVE VIDEO TECHNOLOGY TO SUPERIMPOSE PEOPLE’S HEADS ONTO THESE CHARACTERS IS AN ENTERTAINING WAY TO INTRIGUE PEOPLE AND GET THEM TALKING ABOUT THE DISPLAY AND GOOGLE+ WITH FRIENDS.
- 14. EXECUTION - MEDIUM 2. -- GOOGLE + (MICROSITE)
- 15. EXECUTION - MEDIUM 2. -- WHAT: THE GOOGLE+ BE YOURSELF PROJECT IS A TAB (MICROSITE) WITHIN THE LARGER GOOGLE+ SITE. IT IS A COMPETITION THAT ASKS USERS TO CREATE A 30 SECOND VIDEO EXPRESSING THEIR TRUE SELF. THEY ARE ABLE TO DO THIS USING THE TOOLS INSIDE THE MICROSITE. -- THE LAUNCH PAGE WILL FIRSTLY INTRODUCE VISITORS TO A BRIEF PROMOTIONAL VIDEO COMMUNICATING THE COMPETITION PROCESS. SECONDLY, THE MICROSITE WILL PROVIDE A RANGE OF FUN AND USEFUL WIDGETS TO HELP BUILD TEXT, SOUNDS, MAKE MUSIC, VIDEO EDIT, AND ADD TRANSITIONS/EFFECTS AND PICTURES TO YOUR VIDEOS. FINALLY, IT WILL SERVE AS THE HOST AREA FOR THE COMPETITORS’ VIDEO ENTRIES. -- THE WINNER WILL APPEAR IN A 30-SECOND TELEVISION APPEARANCE, RECEIVE A AU$10,000 CASH PRIZE AND BE THE AUSTRALIAN FACE OF GOOGLE+ (BEING INVITED AS A VIP TO EXCLUSIVE SOCIAL AND NETWORKING EVENTS).
- 16. EXECUTION - MEDIUM 2. -- RATIONALE: THE GOOGLE+ BEYOURSELF PROJECT IS A TAB/MICRO-SITE WITHIN GOOGLE+. IT WILL BE AN EXTENSION OF GOOGLE+ TO CELEBRATE EACH PERSON’S UNIQUE PERSONALITY. WE ARE CREATING AN OPPORTUNITY FOR PEOPLE TO REVEAL THEIR TRUE PERSONALITIES AND EXPRESS THEMSELVES. FURTHERMORE, OUR TARGET AUDIENCE IS COMPELLED BY THE IDEA OF CELEBRITY AND BEING ON TELEVISION. THE TOP 10 RANKED VIDEOS ON THE WEBSITE WILL GET THE OPPORTUNITY TO FEATURE IN THE NEXT GOOGLE+ YOUTUBE CAMPAIGN.
- 17. EXECUTION - MEDIUM 2. -- ADDITIONAL PROMO: WE WILL INSERT AN ADVERTISEMENT FOR THE GOOGLE+ BE YOURSELF PROJECT USING GMAIL (SEE EXAMPLE BELOW). EXISTING USERS ALREADY HAVE A GMAIL ACCOUNT WHICH MAKES THIS CHANNEL IDEAL FOR HITTING OUR TARGET USERS. FOR THE DURATION OF THE CAMPAIGN WE WILL REPLACE ADVERTISEMENTS THAT APPEAR JUST ABOVE THE INBOX WITH AN ADVERTISEMENT THAT READS: ‘THE GOOGLE+ BE YOURSELF PROJECT’ - BE YOURSELF TO BECOME THE AUSTRALIAN FACE OF GOOGLE+’.
- 18. EXECUTION - MEDIUM 3. -- MOBILE
- 19. EXECUTION - MEDIUM 3. -- WHAT: AS AN EXTENSION OF THE GOOGLE+ WEBSITE AND GOOGLE+ BE YOURSELF PROJECT, WE WILL HAVE A MOBILE APP THAT ALLOWS USERS TO FILM THEMSELVES AND ENHANCE THEIR VIDEO USING DIFFERENT SPECIAL EFFECTS. GOOGLE+ USERS WILL BE ABLE TO DOWNLOAD THE APP FROM THE GOOGLE+ BE YOURSELF PROJECT WEBSITE AND NON-USERS CAN EASILY BECOME MEMBERS TO ACCESS IT TOO. -- HOW: USERS WILL BE ABLE TO EDIT VIDEOS, APPLY TRANSITIONS AND EFFECTS, ADD TEXT, PHOTOS, VOICE OVER AND EVEN MAKE SOUND EFFECTS AND MUSIC. ONCE USERS EDIT THEIR VIDEOS, THEY CAN UPLOAD THEIR CREATIONS DIRECTLY TO THE COMPETITION PAGE AND THEN SELECT WHICH CIRCLES THEY’D LIKE TO SHARE IT WITH. ALTERNATIVELY, THEY MAY EXPORT THEIR VIDEOS TO YOUTUBE. A SUBTLE YET DISTINCT GOOGLE+ WATERMARK WILL BE PLACED IN THE VIDEO.
- 20. EXECUTION - MEDIUM 3. -- RATIONALE: THE TARGET AUDIENCE IS VERY TECH SAVVY AND ENJOYS EXPLORING INNOVATIVE AND CREATIVE TECHNOLOGIES. THE MOBILE APP CREATES AN EXCITING PLATFORM FOR USERS TO ENGAGE WITH THE CAMPAIGN AND TAKE GOOGLE TECHNOLOGY WITH THEM ANYWHERE. THE COMPETITION PROVIDES FURTHER MOTIVATION FOR THEM, INSPIRING THEM TO CREATE THEIR OWN ORIGINAL VIDEO CONTENT. OUR TARGET AUDIENCE MAY DECIDE TO ONLY SHARE WITH CLOSE FRIENDS, OR THEY MAY DECIDE TO SHARE WITH ANYONE IN THE WORLD PROMOTING THE GOOGLE+ BE YOURSELF PROJECT.
- 21. EXECUTION - MEDIUM 4. -- INTERACTIVE YOUTUBE AD -- WHAT: A COLLECTION OF YOUTUBE ADVERTISEMENTS WITH ALTERNATE ENDINGS THAT ALLOWS USERS TO SELECT WHICH RESPONSE THEY FEEL BEST EXHIBITS ‘BEING YOURSELF.’ THESE ADVERTISEMENTS WILL ACT AS A COMPLIMENTARY EXECUTION TO THE OTHER THREE MEDIUMS, AND WILL ALLOW THE TARGET AUDIENCE TO INTERACT WITH A HIGHLY-FAMILIAR FORMAT. THE PURPOSE OF THE ADVERTISEMENTS IS TO SUBTLY PROMOTE THE EMOTIONAL BENEFITS THAT ARISE FROM THE FUNCTIONAL ASPECTS OF GOOGLE+, WHILE ALSO ENTERTAINING AND ENGAGING THE AUDIENCE AND DIRECTING TRAFFIC TO THE GOOGLE+ BE YOURSELF PROJECT MICROSITE.
- 22. EXECUTION - MEDIUM 4. -- HOW: THE SERIES OF ADVERTISEMENTS WILL GENERALLY DEPICT A PERSON IN A SCENARIO THAT REQUIRES AN ACTION. THE ACTION HE OR SHE TAKES IS LEFT TO THE VIEWERS, WHO HAVE THREE OPTIONS. OF THE THREE, ONLY ONE REPRESENTS SOMEBODY BEING THEMSELVES, AND THIS OPTION IS CLEARLY PRESENTED. THE OTHER TWO OPTIONS REPRESENT GUARDED BEHAVIOUR IN AN EFFORT TO HIDE A TRUER CHARACTER TRAIT. EACH ANSWER WILL SHOW THE OUTCOME OF THE ACTION TAKEN, WITH THE ‘CORRECT’ ANSWER BEING THE ONLY ONE GENERATING A POSITIVE OUTCOME FOR THE PERSON INVOLVED - THEREFORE DEMONSTRATING THE BENEFITS OF BEING YOURSELF.
- 23. EXECUTION - MEDIUM 4. -- THE FOLLOWING EXAMPLE ILLUSTRATES THE CONCEPT. ANTHONY IS SITTING AT HOME WATCHING ‘THE NOTEBOOK’ WITH HIS GIRLFRIEND EMMA. THE CLIMAX OF THE FILM ARISES, AND ANTHONY: A) BURSTS OUT LAUGHING, UNCONTROLLABLY GIGGLING AND POINTING AT THE SCREEN AS EMMA QUIETLY SOBS; B) OVERTURNS THE COFFEE TABLE IN DISGUST IN AN EFFORT TO EXPRESS HIS MASCULINITY AND VIRILITY; OR C) SHEDS A TEAR, WHICH SLOWLY ROLLS DOWN HIS CHEEK JUST IN TIME FOR EMMA TO SEE. EACH ANSWER WILL RESULT IN A DIFFERENT OUTCOME BEING PLAYED TO THE VIEWER. THE FIRST TWO WILL SHOW NEGATIVE OUTCOMES, WITH EMMA EITHER BERATING ANTHONY OR WALKING OUT OF THE ROOM. THE FINAL OPTION, WHERE ANTHONY SHOWS HIS TRUE COLOURS AND ALLOWS HIMSELF TO BE TOUCHED BY THE FILM, RESULTS IN EMMA SUBTLY TAKING HIS HAND IN HER OWN AND SNUGGLING AGAINST HIM - CLEARLY THE POSITIVE OUTCOME. THIS IS AN OBVIOUS EXAMPLE BUT NEVERTHELESS ILLUSTRATES THE KINDS OF ADS THAT WILL BE MADE AS PART OF THIS EXECUTION. THERE IS ROOM FOR FURTHER, MORE COMPLEX SCENARIOS.
- 24. EXECUTION - MEDIUM 4. -- RATIONALE: THESE ADVERTISEMENTS ALLOW USERS TO INTERACT WITH WHAT IS ORDINARILY A PASSIVE MEDIUM. FURTHERMORE, THEY WILL CONTEXTUALISE OUR MESSAGE WITHIN COMMON SETTINGS AND TRULY ILLUSTRATE THE EMOTIONAL BENEFIT OF GOOGLE+ WITHIN THOSE SITUATIONS.
- 25. CONCLUSION. OUR CREATIVE STRATEGY HAS THE CHARACTERISTICS NEEDED TO ENSURE A MEMORABLE AND SUCCESSFUL CAMPAIGN. IT IS SIMPLE IN THAT EVERY EXECUTION COMES BACK TO THE KEY MESSAGE - ‘BE YOURSELF’. IT IS CREATIVE IN THE WAY THAT IT FACILITATES USER CREATIVITY. IT IS ORIGINAL IN THAT IT FOCUSES ON THE EMOTIONAL BENEFIT ATTAINED FROM GOOGLE+’S FUNCTIONALITY, AS OPPOSED TO SIMPLY FOCUSING ON FUNCTION IN THE WAY THAT SO MUCH TECHNOLOGY-BASED ADVERTISING DOES. IT IS RELEVANT THROUGH ITS UTILISATION OF REGULARLY USED AND UNDERSTOOD MEDIUMS, AND THROUGH THE KEY MESSAGE BEING LIKELY TO STRIKE A CHORD WITH THE TARGET AUDIENCE. FINALLY, THE ADVERTISEMENT IS ETHICAL IN ITS ENCOURAGEMENT OF UNIQUE PERSONALITIES AND BEING TRUE TO YOURSELF, RATHER THAN HIDING THE ELEMENTS OF YOUR CHARACTER THAT MAKE YOU WHO YOU ARE. ONE CONSIDERATION IS THAT, WITH SO MUCH USER-GENERATED CONTENT, THERE IS ROOM FOR UNETHICAL CONTENT TO MAKE ITS WAY ONTO THE GOOGLE+ WEBSITE, AND THIS IS SOMETHING THAT WILL REQUIRE CAREFUL MONITORING.
- 26. CONCLUSION. OUR AGENCY’S TRACK RECORD OF DELIVERING MEMORABLE, DIGITALLY-ORIENTED CAMPAIGNS MAKES US THE PERFECT PARTNER FOR MEETING GOOGLE+’S GOALS. OUR CAMPAIGNS HAVE PROVEN HOW INTERACTIVE ADVERTISING CAN INFLUENCE TARGET AUDIENCES AND, IMPORTANTLY, UNDERLINE A COMPANY’S REPUTATION AS AN INNOVATOR. THIS ABILITY, COUPLED WITH GOOGLE’S WELL-DOCUMENTED MISSION TO INNOVATE, ARE THE PLATFORM FROM WHICH WE WILL HELP GOOGLE+ BECOME AN ATTRACTIVE NETWORK FOR OUR ALREADY LARGE AND CAPTIVE POOL OF POTENTIAL USERS.