Google: Google: Easy Questions Don’t Always Have Easy Answers


Campaign Summary

Google wanted to break through in Vietnam and become the tool of choice when users had questions throughout the day. It launched a campaign to answer people's questions before they even typed them into the search bar by using geo-fencing and real-time location data.


Objective and Context:

People in Vietnam tended to only use for Google for difficult questions (e.g., how far away is the moon?), but not for everyday information, such as the location of the nearest gas station or the weather. Google wanted to educate consumers in Vietnam on how effective Google's mobile search could be while also changing mobile search behavior among Vietnamese people.

Target Audience:

The campaign targeted young, digital savvy Vietnamese, ages 25 to 40, who were frustrated by the amount of work needed to sift through search results and unaware of Google's mobile search features.

Creative Strategy:

Google wanted people in Vietnam to understand that the best place to get any answer they might need was Google. Google identified thousands of daily moments during which people might need answers and created a campaign to give people those answers before they even had questions.

Google geo-fenced the country down to the district level and pulled live location data from its audience, which it used to give people personalized ad experiences at scale. Every ad was an answer to a relevant and timely moment a consumer was experiencing.


Overall Campaign Execution:

The campaign started in one district, but was eventually expanded to cover the entire country. Every ad pulled data in real time based on the time of day and the consumer's location to create a hyper-contextual experience. The goal was to demonstrate to users the various ways in which the Google search app could be used daily.

Mobile Execution:

Google created 21,000 creative pieces that were relevant to individual users no matter where in Vietnam they were located, including:

  • Sequential ads that highlighted how users could find answers with Google throughout the day
  • Programmatic display ads based on the user’s location data, time of day, current events, and the user’s interests
  • Occasion-targeting bumpers that were tied to major events and holidays
  • Contextual-targeting bumpers that were tried to everyday moments, such as the business hours for a supermarket

Results (including context, evaluation, and market impact)

Google saw a 7 percent increase in mobile daily active users in Vietnam. The campaign also changed perceptions about the effectiveness of Google's mobile search.

Categories: Lead Generation/DR/Conversion, Mobile Native | Industries: Technology | Objectives: Lead Generation/DR/Conversion, Mobile Native | Awards: X Bronze Winner