Google

March 2011

Key Campaign information

Environment/Panels Key Campaign Objectives

121 Rail 48 Sheets + Transvision+12 Roadside 48’s

Increase awareness of Google’s new product – Google Voice Search for Mobile

Drive searches for Google Voice Search for Mobile

Other Information

Solus OOH Campaign

Campaign also ran on underground and in taxis

Research testing effect of the rail element of the campaign amongst regular rail users

Outdoor campaign drove Google advertising awareness

Source: Opinium 2011Which, if any, of the following brands have you seen or heard advertising for while travelling? This could be e.g. an advert you saw on your way to work, an advert you heard on the radio while driving etc.

31% 15-34

+16%Smart phone users

+19%

Advertising Awareness

Creative clearly cut through amongst audience – in particular key mobile

audience

51% of respondents recognised the poster

15-34 = +22% more likely

Smart phone = +22% more likely

Source: Opinium 2011.Have you seen (a) poster in the last 4 weeks?

Source: Opinium 2011Thinking about the Google advert/s you have just seen, please rate the extent to which you agree or disagree with the statements shown below

The dynamic creative drove interest towards the product

5.5 6 6.5 7 7.5 8

Rail campaign also drove perceptions of Google advertising

Source: Opinium 2011how accurate are each of the following in describing the Google voice search application advertising campaign

Innovative

Premium

Passionate

Confident

Trustworthy

Modern

Exciting

Relevant

5.5 6 6.5 7 7.5 8

The solus outdoor campaign was highly effective at driving online search

Beginning of uplift coincided with the beginning of the Outdoor campaign

and continued to rise throughout

Source: Google Insights for Search

Summary

• The dynamic nature of the creative helped the campaign achieve a high level of cut through amongst the rail audience

• It also led to improved perceptions towards the brand and the product

• The solus outdoor campaign was successful at driving search for one of the worlds most famous brands

Want to find out more?

Contact the JC Decaux research team to find out how the campaign performed across other metrics inc