AWARDS 2013, CATEGORY 5: Earnest for Google
Shortlist best use of creative: ‘Make the web work for you’
How do you create a campaign that pops up in all theright places?
The Google SMB Marketing Team wanted our help in persuading potential advertisers to spend more of their marketing budget with Google.
Not only did we have to compel a cautious audience about the benefits online advertising could bring, but we also had to educate them on the different approaches they could take - enabling them to make the web work for their business.
We knew that to get cut-through this campaign would need to be special - sharing something that could grab our audience’s attention and keep them interested...
And it needed to deliver useful content that they would keep, share and refer to, again and again.
What did it involve?
• A customer-acquisition campaign targeting German and UK marketing executives to drive engagement, create awareness and build relationships
• Positioning Google as digital experts, and the best partner to help their business succeed online
• Creating content that clearly explained Google’s role in helping businesses reach new customers and establish new connections
Interactive direct mail
Earnest developed the ‘Make the web work for you’ campaign, delivering engaging content in the form of an interactive pop-up book and pop-up cube mailer - featuring a series of handy infographics.