Google has no formal brand guidelines; it simply requires everything it does is 'Googley'. Sense responded by devising an uncluttered, friendly and inviting tour of London's parks and squares over a two-week period in July.
The destinations were marked with a big red pin (designed in the vein of the one used to mark your location on Google Maps), an array of coloured bean bags and a subtly branded Google ice-cream cart. Teams of brand ambassadors offered demonstrations of Google Maps on mobiles, showing consumers how to find their current location and directions to their offices before encouraging them to subscribe to the free service. The demo was rounded off with a free ice lolly.
The overall experience felt more like a present from Google than a campaign. Without the clutter of branding everywhere, the focus remained on face-to-face interaction with brand ambassadors and the product. If only all experiential work could be this stylish and understated.
Agency: Sense.
Comments