Fuel your Hustle
This is what I call a user-centric, high-tempo, energy filled piece of content. Oh, and successful too, since it gained Google 255k daily active users with a 60% retention.
The Mabasos
In this first ever Google Shopping campaign in South Africa, we needed to create awareness and intent, because users see Google as a Search engine for information and don’t spontaneously link it to shopping. The Mabasos is the surname of a fictitious local family, that we assembled paying particular attention in avoiding stereotypical representations (we chose a dad ‘chef’ in the kitchen). The storyline -the older daughter who lives in another city is coming back for the holidays- resonates very strongly locally. Purchase intent increased by 9%.
Father & Daughter
Here’s how we managed to bake football scores, probabilities and stats into a deeply touching story.
Google Stations
We launched a free wi-fi service in Cape Town's Flats township area. To realistically portray what the impact on the citizens would be, we involved the local community in designing the hotspots (so that they could seamlessly fit in the urban context) and in creating a believable script on insightful ways in which Stations would benefit them. Moreover, we only used members of the community as protagonists of our video and even as the main shooting crew, including director Kyla Philander.
Stay in the know
This is the first ever Google campaign in Africa. Set in Kenya, it explores the locally relevant Search territories and it positions the Google App as a must have for everyday life. The need to highlight these features came from the fact that Google in Africa was perceived as an ‘American Professor’, someone to sporadically consult during academic work.