As part of the wider product launch, Google ran a real time, destination specific digital OOH campaign promoting Google Voice – the voice activated search tool for mobiles. The campaign was created by BBH to demonstrate Google Voice’s superior voice activation software which understands anyone from anywhere regardless of accent.
The first burst of activity ran on CBS Outdoor's DEP screens across 10 underground stations. The campaign creative played on regional accents and phonetically spelled out various regional pronunciations of the same word. The copy was also station specific so, for instance, at Bank station a multi-screen execution ran variations of the word finance such as ‘fey-nuns’ and ‘fy-nants’.
The second burst of the campaign ran on JCDecaux's Transvision screens at 9 London stations. This time the copy tied in with the destination of the next departing train. Various pronunciations of the destinations were then screened including illustrations relating to that place. For 'Mon-chester' there was 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” was on screen throughout.
The campaign was delivered via OpenLoop, Grand Visual’s tactical platform for updating and streaming live copy campaigns to multiple screens.
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