Search has become such a natural part of our lives that many of us have a tendency to take it for granted. So we set out to remind people just how magical Google Search can be. To do this we gave Search a whole new context and took it to a place where people would look at it afresh and remember how extraordinary Google can be.
For the first time, Google Search went outside. We took over 160 digital outdoor locations across London and made each screen unique, smart and aware of its context. This meant that millions of people on the street had useful information in front of them at just the right time.
Google Outside generated a significant improvement in brand sentiment. 81% of people saw Google as an innovative company in the wake of the campaign. The project also received widespread media recognition. The London Evening Standard sung its praises in print and Transport for London hailed it as ‘the most innovative campaign ever run on our placements’.