Signature Searches

Google

01/

The Challenge

Google has become so ingrained in our daily habits that Australians were taking it for granted. For consumers, it meant positive product experiences weren’t getting attributed to brand scores. While small business owners were overlooking the power of Google search to attract new customers, focusing on the likes of Instagram and Facebook. We needed to remind Australians of the Google magic that helps customers find amazing places, and helps amazing places find customers.

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02/

The Story

We elevated Google’s role in helping Aussies discover amazing local businesses, by celebrating the unique search queries or ‘Signature Searches’ that would take them there.  

 

Partnering with TimeOut, we created a series of social films telling the stories of 8 ‘signature searches’ and the stories behind them. Onsite, visitors could browse signature search guides and pin local businesses to their Google maps to visit later. We turned the 8 selected venues into “OOH” media, where Google search queries popped up everywhere from menu listings to chopsticks and giant cheese wheels. The campaign culminated in the Time Out Awards, where Aussies voted for their favourite Signature Search and proud local creator.

 

Throughout the campaign, the foodies of Australia took to their phones and discovered new and exciting food trends and eateries through searching for the Signature Searches of local businesses. 

 

1 in 10 25-54 year olds in Melbourne and Sydney have recalled seeing signature searches or #foundonGoogle activity.
3,700+ votes on the TimeOut Signature Searches: People’s Choice award
39x uplift in search
 

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