Bartle Bogle Hegarty’s ‘say it to get it’ outdoor campaign for Google won gold at last night’s Campaign Big Awards. The digital outdoor element was produced by Grand Visual and it included real time, destination specific digital OOH activity powered by Grand Visual’s OpenLoop platform.
The first burst of activity ran on DEPs across 10 underground stations. The campaign played on regional accents and phonetically spelt out various pronunciations of the same word. The copy was also station specific so at Bank, a multi-screen execution ran variations of the word finance such as ‘fey-nuns’ and ‘fy-nants’.
The second burst of the campaign began on the 11th April and ran on Transvision screens at 9 London stations. This time the copy ties in with the destination of the next departing train. Various pronunciations of the destinations were screened including illustrations relating to that place. So for Mon-chester there is an illustration of Old Trafford and for Ed-n-uh-bru, bag pipes are displayed. The strapline “say it get it, voice search for mobile, by Google” remained on screen throughout.
The campaign was designed to demonstrate the Google Voice’s superior voice activation software which understands anyone from anywhere regardless of accent. The campaign was delivered via OpenLoop, Grand Visual’s tactical platform for updating and streaming live copy campaigns to multiple screens.