Advertiser: GOOGLE
Agency: M&C SAATCHI/MARK
Category: Other Digital Platforms
Advertising campaign: FRONTROW
Client Brief Or Objective
Google competes with other online ad networks for the attention of media buyers. But they wanted to demonstrate that their online solutions could deliver more than just clicks - they can deliver a genuine emotional connection between a brand and its audience. So our initial target was media buyers. But to create our case study, we targeted music lovers and photography buffs – both highly active online.
Implementation
The solution was an innovative online experience that caught the world’s attention: FRONTROW, powered by Google. FRONTROW was a partnership between Google and Vivid LIVE, a ten-day music festival at Sydney Opera House. Audiences worldwide could experience being in the front row at four key events with major international artists. The YouTube channel featured a unique, custom-built gadget that enabled users to not just watch the live stream, but to switch camera angles, zoom in and out, shoot high-quality images, and share them with friends by email or social media - just as if they were in the front row.
Outcome
The key metrics for FRONTROW were Reach and Engagement. By either measure, it was an astonishing success – especially when you consider the four events lasted a total of just 10 hours.Reach:The live stream received 916,000 live playbacks. 573,000 of these views were from across the globe The YouTube channel received 269,757 unique visitors – over 26,000 visitors per hour. Engagement:The audience watched 63,000 hours of Vivid Live content during the live events, taking an astonishing 66,000 shots. What’s more, Sydney Opera House now plans to make it a regular feature of live-streamed events.
Execution
FRONTROW demonstrated the true reach and engagement that was possible with Google. For music fans worldwide, it was a hugely engaging experience. For media buyers, it became a case study for what was possible with Google – an interaction and connection that’s not possible with ‘one way’ media like print and TV. Google is all about the power of the web, pushing what’s possible, so it was a perfect brand fit.