We have been Google's partner for years, working across a number of it's apps and products, as well as helping the brand to tidy up their house under one singularity.

The Ambition

Google products are used so much, and they are so ingrained in people’s lives, that they’ve lost their magic and the benefit they deliver is taken for granted. Brand love was in rapid decline, and it was having a clear impact on usage. The challenge: How can Google reignite people’s trust in the brand, while driving everyday usage of its apps? 

How can we give a brand with a complex product and service system a unifying message, that acts as a direction for all facets and drives brand trust?

The Unlock

We tackled both brand and business at the same time by repositioning Google under the banner of a new brand platform that beautifully encapsulates the role Google plays in people's lives: Helpfulness. 

Using helpfulness as our north star, we shook up their comms model with a cross-market campaign bringing together Google’s portfolio of apps for the very first time, recognising that Google’s whole product portfolio worked harder for them than the sum of its parts.

How we did it:

By creating a global platform and campaign approach, with built flexibility to stretch across countries, audiences, channels and products. From Brits to Aussies, Brazilians and the French - the campaign was implemented and adapted both by 72 regional offices and in partnership with key agencies across markets.

We created a hyper-local interactive digital experiences that proved what matters most to Google: creating products that help ordinary people achieve extraordinary things.