R/GA Berlin for Google
The usefulness and technical refinement of The Google Assistant is demonstrated by the new integrated campaign Make Google Do it (Mach mal, Google), a German campaign by R/GA Berlin, based on the US campaign created by Google Creative Lab. As part of this integrated campaign, R/GA Berlin brought the story to life through social media videos, radiospots, display media and (digital) out-of-home.
R/GA developed short videos for social media platforms such as Youtube, Facebook, Snapchat and Instagram to make the features an emotional experience. These moving images are accompanied by motifs for digital displays as well as audios for Spotify, Deezer and Soundcloud. In addition, R/GA also relied on prominent support: as the main actor in the video "Was ist das für ein Song" (What's that for a song), the German hip-hop icon Samy Deluxe brings an amusing twist to the topic of music recognition.
In addition, he surprised users of the Google Assistant with a so-called "Easter Egg". If the digital assistant, as in the Youtube film of the same name, is incorrectly addressed as "Yo, Google", Samy Deluxe charmingly explains to users how to use the Google Assistant correctly instead. So, the campaign was even integrated into the product.
Task: Concept, copy, production.