Best use of digital in outdoor
Google Outside 2.0, Google - Talon / OMD UK / R/GA London / Grand Visual
Google Outside 2.0 pushed the boundaries to showcase Google’s search technology to millions of Londoners.
The original Google Outside campaign had proved that digital Out of Home (OOH) could change how people felt about the Google Search App. With Google 2.0, the aim was to change how people used it.
Focusing in on the Google Search App’s ability to intuitively provide the right information at just the right time, the campaign sought to change Londoners’ mobile behaviours by demonstrating just how useful the technology can be at the times when they needed it most. Using digital OOH across bus shelters, the Underground and the Rail Network, the campaign engaged with consumers on-the-go.
R/GA London devised a way to generate thousands of pieces of unique, real-time and location-based data drawn dynamically from dozens of Google and third-party sources. This information was stitched together to make unique, real-time and location-based ‘stories.’
Grand Visual distributed each story to digital screens London-wide in vast quantities, ensuring the right information was displayed in the right location at just the right time.
Digital OOH had never worked so hard: displaying hyper-relevant messages across 1,240 screens, in hundreds of different locations, 24 hours a day for 4 weeks.
By delivering highly contextual and relevant content at every location, at any time of the day, the campaign truly cut through and resonated with Londoners. The campaign went one step further, moving beyond merely changing perceptions, but changing people’s behaviour as well.
"Google Outside 2.0 really took context into account, with its use of dynamically screened content and live data. It demonstrated targeting to an enormous level."