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Google Search: Reunion

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by

Rashi Jain

on 10 January 2014

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Transcript of Google Search: Reunion

Google Search: Reunion

INTRODUCTION TO THE COMPANY AND THE AD CAMPAIGN
- Google enjoys 97% of the market share

THE IDEA
AD CAMPAIGN AND IT'S ANALYSIS
For the campaign

Ad Agency - Oligvy and Mather
Directed by- Amit Sharma
Creative Head Director, Ogilvy- Abhijit Avasthi
Marketing Director, Google India- Sandeep Menon
First published on YouTube on 13th November 2013 and television on 15th November
Music composer- Clinton Cerejo

MEDIA USED FOR THE CAMPAIGN
No print ads used
Use of digital media- YouTube and Television
IMPORTANT NAMES ASSOCIATED TO THE CAMPAIGN
Sandeep Menon
Director, Marketing, Google India
Abhijit Avasthi
National Creative Director, Ogilvy India
An advertising campaign addressing the separation felt by people since the India-Pakistan partition of 1947.

Childhood memories of her grandfather and his best friend.

Plan the meeting

THE REUNION!

Google Search the place in Lahore and contact the grandson.

THE BIG PICTURE: THE POWER OF THE SEARCH
The idea involved –

Doing something very special and very Indian.
Showing that it elevates search from something that solves an immediate problem or helps find answers to something trivial…to something that has a higher power – to connect people.
Also showing that the bigger theme is the role of the youth in bringing about change.
Showcasing the different uses of Google and at the same time, tell magical stories that show why users love the product.
Showing innovations in the Google search that allows the user to do a lot more, a lot quicker.


“Because come what may, in whatever form, Google actually leads us to what we are looking for."



- Abhijit Avasthi, National Creative Director, Ogilvy India.

"We are constantly trying to figure how we can communicate the many benefits of internet to average Indians and get them online.”



- Sandeep Menon, Director, Marketing, Google India.
“Our entire life revolves around Google, it is our instant response to something we don’t know. But we wanted to dig deeper, and make the connection between real life and Google, magical.”


- Suresh Nayak, Group Creative Copywriter, Ogilvy.

REACH
OF GOOGLE'S REUNION CAMPAIGN
FREQUENCY
OF GOOGLE'S REUNION CAMPAIGN
IMPACT
OF GOOGLE'S REUNION CAMPAIGN
ANALYSIS OF THE AD CAMPAIGN
EMOTIONAL APPEAL
Indo-Pak Partition
Indian family values
Happy birthday ‘Yaara’
Childhood flashbacks and memories

CREDIBILITY AND DISTINCTIVENESS
Global operations
Accurate and up-to-date information
Grandfather-Grandchild relationship
RELEVANCE
Day to day use of Google Search
Google: Desktop and now Mobile

COMPREHENSION
Closely knit Indian family
The power of the youth

 What's the point of a three and a half-minute film when Google already enjoys a 97 per cent search market share in India? 
THE BIG QUESTION
SUCCESS OF THE REUNION CAMPAIGN
Stories are a great means for sharing and interpreting experiences, and great experiences have this innate ability to change the way in which we view our world.


THE MESSAGE
Two messages:

First : Google is making the world a better place by its search engine and solving people’s problems.


Second : Change from an old world where people were driven apart; to a new world of technology.

This video is promoting Google.

But the use of Google is woven into the narrative in a way that feels natural. It’s not intrusive, or forced.

Especially when it is not about Google but about Google customers and how they use Google products.

The ads helps Google further push its products like Maps in India and encourage more people to use Google’s mobile search function.

Reunion is actually the pilot in a series of videos directed at the Indian market. 

Fennel, Cricket, Anarkali, and Sugar-free are the titles of the other videos in the campaign, which all contain reoccurring characters.

But, Reunion seems to be the runaway success in the series garnering almost 4 million views in only five days. Much of its success is just good storytelling.

REUNION VIDEO STATISTICS
More than 4 million views on YouTube in the first five days.

Ranked No. 4 on Unruly Media's Top 20 Viral Video Chart.

Received more than 665,000 Facebook shares.

Also, 11,400 Twitter shares.

SOME SUCCESS QUOTES..
The Star (Malaysia)
 notes that Reunion has "gone viral online, reflecting demands in the two countries for closer people-to-people ties. Internet users left thousands of comments on social networking sites describing how the advert had brought them to tears and renewed their hopes for improved relations between the two neighbours.“

India Today
 states that "the new Google ad, titled Reunion, touches the raw nerves that linger dormant under the skin of those who were separated during the heady days of Partition. While this may have been only an ad, there are many people both in Pakistan and India who will be able to relate to this emotional ad."


ONLINE RESPONSES TO THE REUNION AD
THANK YOU!
Full transcript