W+K Tokyo

GOOGLE “DEKIRUKOTO”

Google is known for search, but what many people don’t know is that there are literally hundreds of ways you can search with Google to find exactly what you’re looking for. To showcase the many ways Google can be a useful tool in people’s everyday lives, we developed a campaign using a friendly and colorful illustration style to communicate “Things you can do with Google”.

The Japan campaign features useful search tips, ranging from using Google’s mobile movie search to finding movie times and locations near you, to using Google Earth to travel to the Eiffel Tower, to finding your way to a local ramen shop using Google Street View, strategically placed in high-traffic train and metro stations throughout Japan. The OOH, online ads, YouTube videos and mobile ads take the users to the “dekirukoto” site at google.jp/dekiru where people can learn more about Google through educational tutorial videos that illustrate their products in a Googly way.

In addition, we also produced a series of events across the country to arouse curiosity and extend the campaign to a wider audience.

In Tokyo, we produced “Shibuya Balloon Flight”. For each search made on google.jp/dekiru, a balloon was inflated with helium. The goal was to drive enough search queries to fly a human being. Pedestrians in Shibuya and commuters on the Yamanote line were given the opportunity to fly.

The Osaka event celebrated local flavor and its highly unique culture. We launched the festivities with the help of four highly revered local celebrities, named the “G-sans”, which means “Google men” or “old men” in Japanese. As curious Google ambassadors, the Fab Four explored and discovered Google’s products, satisfying Osaka’s newly found technological curiosity. They created and performed a self-titled track to commemorate this historic day in Kanto history.

We also collaborated with local Okonomiyaki (Japanese pancake) shops to offer “Google Yaki” -- Okonomiyaki topped with Google’s logo written in mayonnaise, and enabled users locate these shops using Google Maps.

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