Brief
Our task was ambitious. Combine the reach and market penetration of an awareness campaign with the cost-efficiency and performance of a conversion job. To do that we had to make sure the right creative was put in front of the right people. And do it on a massive scale. We also had to make sure that the media we'd bought was suitable for some of the high impact formats that had been developed.
Insight
A new browser isn't the easiest product to promote. Half the population don't even know what a browser is. And the other half think it's another name for Internet Explorer. So a better browser wasn't going to automatically sell itself. Relevance of message was key.
Solutions
The browser is everyone's window on the internet. We set out to peer back into it and own the customer relationship. We used a complex creative matrix to serve creative based on the type of browser being used. Via clever Adserving and some insightful audience targeting we balanced the media mix. High reach/frequency standard communications were used alongside high profile, high impact properties. Those who weren't using Chrome were presented with an introductory communication, selling the benefits to the uninitiated. Things like the ability to personalise their browser with artwork. Or the great translation tools it gives them. Those who were using Chrome were invited to explore some of the other great benefits, like the many extensions that were available..
Results
The campaign ran online in 8 different European countries. Last year in the UK, between 1 and 2% of people online used Chrome. Since our campaign, that figure is 10% and rising. We don't believe in coincidences.
