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