Google: FIBERHOODS

Credits & Description:

Advertiser: GOOGLE
Agency: PHD
Category: Commercial Public Services Incl. Healthcare & Medical
Advertising campaign: FIBERHOODS
Assistant Strategist: Antoinette Manigbas (Omnicom Media Group)
Associate Strategy Director: Emily Henderson (Omnicom Media Group)
Digital Strategy Supervisor: Jarett Fienman (Omnicom Media Group)
Media Strategist: Cara Saglimbene (Omnicom Media Group)
Global Strategy Director: Jake Phillips (Omnicom Media Group)
Strategist: Lauren Solomon (Omnicom Media Group)

Implementation
Strategy: Go Local! - Live, breathe and integrate into our launch market, Kansas City, to prove big Google was not bad Google. Media would establish Google as part of the community.Idea: Welcome to the Fiber-hood! Use hyper-local and trusted KC media to activate Fiber’s crowd-sourced sign-up process (only after enough people signed up, could we switch on a Fiber-hood.) Neighbors, families, and local organizations became our evangelists.

Client Brief Or Objective
Background: People are fed up with Cable providers. According to consumeraffairs.com, no cable company gets more than a 1.5 consumer rating (5 point scale). But Google is a different sort of company. The launch of its new Internet /TV service would be uniquely Google-y.Insights: Cable brands are monolithic, faceless and bureaucratic; Google had to be friendly, close-by and fast. People see Cable as a utility; Google Fiber is a positive choice, an investment in the community, and a badge of honor.

Relevancy
We focused on the most local and trustworthy media in KC. While monolithic companies advertising locally would execute a top-down mass media campaign to drive market coverage, we took a ground-up approach to media, prioritizing individual connection.We leveraged hyper-local tactics like door hangers and direct mail targeted to the individual household level. Zip code targeted digital media was also used to deeply penetrate specific neighborhoods. We were then able to adjust the targeting of these tactics to specific neighborhoods that were close to qualifying goal. We created our own outdoor movie event to showcase our technology and meet KC residents face to face.

Outcome
Consumer awareness of Google Fiber rocketed to 85% in the first 30 days of the campaign, 90% by year’s end. The campaign’s earned media further accelerated excitement, engagement and purchase intent: • 5000+ press mentions• Trending topic on Twitter on launch day• Mashable.com’s #3 tech innovation for 2012, excitement, engagement and intent to buy were further increased That awareness translated to customers. In just six weeks, 1 in 5 households had visited the Google Fiber website to pay a $10 fee to pre-register for service. And, out of 200 KC neighborhoods, 180 of them met their pre-registration goals to get fiber.