Google – Doodle4Google
An activation for Google that harnessed the power of children and their imagination to become more relevant and emotionally connected with Vietnamese parents.
Challenge
Although Google is widely used in Vietnam, Phibious realized parents and the educational system did not utilize Google as a tool for learning. The challenge was to make this search engine relevant and inspirational to parents and educators.
Strategy
Young Vietnamese parents really care about the development of their children’s future. They are open to all kinds of activities that will help their kids develop. Within an environment where creativity is not widely promoted in school systems, Google unleashed the imagination and creativity of Vietnamese children in a fun and meaningful way; in a way that inspired the nation. The strategy was to make Google come alive – from the desktop to drawing papers, in the eyes of both parents and kids.
Execution
Created an inspirational campaign video showcasing our support for children’s creativity and encouraged them to unleash their imagination.
Inspired children from across Vietnam create their own Doodles.
Opened with a Press Launch Event with the presence of Youth Union and Ministry of Education representatives, showcasing our promotional video and inspired key media channels across Vietnam.
Leveraged and strengthen our relationship with YouTube Creator, Pho with the creation of an interactive YouTube Masthead. Supported with Home Page Placement
Organized Doodle Roadshows in the 2 biggest cities of Vietnam in collaboration with Art teachers to engage and inspire children’s drawings.
Produced over 1000 drawing kits to support and provide opportunities for children in rural areas.
Insight
Campaign video showcasing our support for children’s creativity and accomplished over 1,178,000 views within the first 48 hours.
The competition generated more than 3500 submissions from around the country.
Press Launch Event inspired over 50 key media channels across Vietnam.
Creator Pho’s interactive YouTube Masthead accumulated more than 78,000 views in the first 24 hours, achieving the main objective of driving submissions.
Home Page Placement gained 24,357 clicks on mobile and desktop devices within the first 24 hours.
Organized Doodle Roadshows resulted in over 1000 attendees and submissions during 2 days.
Produced over 1500 pieces of drawing kits
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