Following the successful pilot of the Google Outside in November 2012, Google wanted to run a more, extensive version of the campaign in September 2014.
A dynamic digital OOH campaign was delivered to promote the Google Smartphone app. This campaign served geo-targeted search results to rail, roadside, bus shelter and Underground screens in London and the South-East.
Drawing on the key functionality and visual elements of the app, content was based on eighteen “story” types and tailored dynamically to each screen’s location to display information about local restaurants, shops, attractions, and events. Time of day and weather conditions were also factored in to deliver useful information at an appropriate time. Real-time feeds and dynamic content delivery were managed by OpenLoop, and analytics revealed that approximately 2000 “stories” were displayed each day.
The campaign was even more successful than its predecessor as it reached more locations and the creative offered a greater variety of content.