Brief: Find a relevant, fun and unusual way to raise awareness of Google’s new Chrome browser. Communicate key product benefits and reach a ‘live’ audience of 1 million people in the run up to Christmas.
Our audience insight: “I’m Christmas shopping, I’m in a hurry and I don’t want to be sold to – but I’ll happily engage with something relevant to the festive period.”
Activation: A giant advent calendar projected onto the side of London’s Westfield Shopping Centre in London with animated content that changed every day. To ensure the message was taken home we also gave out chocolate advent calendars outlining Chrome’s features and benefits.
Results: A total of 1.2 million passers-by watched the advent calendar in action. 30,000 chocolate calendars were given away on the first weekend of December. Following the campaign, which included digital and above-the-line activity, unaided awareness of Chrome increased substantially and Chrome’s share of the browser market rose from 5.2% in November 2009 to 7.02% in January 2010.