London-based Grand Visual, a digital out-of-home advertising company with offices in New York City, recently was commissioned by Google for the global search giant’s “Make Google Do It” campaign.
The campaign is meant to demonstrate how Google Assistant can help with a variety of everyday tasks. The campaign ran all across the UK, in transit, retail and city-center locations, according to Grand Visual.
The company says the “Make Google Do It” campaign uses two creative threads. The first features the Google Home Mini and highlights the versatility of Google Assistant, its main product, by demonstrating how it can help to “Play it. Skip it. Time it. Dial it. Forecast it. Remember it. Schedule it. Prep it. Do it.”
The second creative thread demonstrates Google Assistant’s ability to help with everyday tasks in a Q&A-style activation at Old Street Roundabout in central London. There, copy is linked to time, day, location, and major cultural events such as the World Cup, Wimbledon, and Pride London. Additionally, Grand Visual says, it features local and contextual messages such as “Feeling hungry Old Street? or “Can’t find the mythical Shoreditch cash points?” to highlight Google Assistant’s ability to provide location-based relevance.
Created by R/GA London and Google UK, Grand Visual was responsible for the production and delivery while media planning and buying was taken care of by Talon and OMD. The digital OOH campaign is part of a broader integrated global campaign by Google that is also running across cinema, television, press, display and social media.