Google Search
How might we make Search relevant to Soccer?
Background
The year was 2018. It was World Cup season and soccer is a big sport in Vietnam. Google Search has a lot of features that simplifies access to soccer information – from schedule, match highlights to results. However, people in Vietnam doesn’t really rely on Google when it comes to soccer – choosing instead to go through the hassle of combing through multiple websites and platforms to find relevant information.
The Thinking
Leveraging on a simple, straightforward statement: “Google Search makes soccer easy”. Associate this benefit with a particular pain point or behavior that people do during different points throughout a soccer match. For example, in Vietnam, soccer matches usually runs in the middle of the night. Instead of having to look through a complicated schedule to find relevant matches, use Search instead.
The Idea
Created a series of contextualized commercials that runs from before, during and after a soccer match. Each spot leverages on a specific soccer related behavior to show how Search helps makes things easier.
Results
+15% new ‘Sports’ daily active users
13% increase in ‘Sports’ related queries
+5% new daily active users
+7% increase in mobile query
Acknowledgements:
Year
2017
Brand
Google Search
Brand Owner
Alphabet
Lead Agency
MullenLowe Indonesia
Contributing Agencies
MullenLowe Vietnam
Essence Global
Toaster
Essence Global
Toaster