Google Search is the preferred search engine in Indonesia. Although users knew and loved Search, their usage was quite rudimentary and infrequent. There is a massive headroom for growth in habitual Daily Active Users for search. On hearing from consumers, we realized Google Search was being perceived as an encyclopedia with all kinds of information but not as a place to ask for common and everyday queries. As a result, there were a lot of occasional users who were not yet daily active users. To change perception, we needed to tap into a daily cultural passion point Indonesians were always curious about: football.

With our campaign, we wanted Google Search the place for all football information.

Google search had one-box answers that gave users all the information in one place, but users weren’t aware of it.

Our objective became to raise awareness about soccer answers and increase daily active users.

The overall campaign focussed on mobile as the search app was designed to cater to a mobile audience and experience. Every ad featured the Google One-box UI which gave users clean and clear answers to queries on scores, schedules, highlights, line-ups, etc. We used in-game triggers like teams playing, time of day, and other data input to customize the ads into thousands of contexts.

We customized football ads according to each game across display, social and mobile video: Programmatic creatives were served dynamically based on which game was on, the creatives dynamically incorporated little details like team jerseys to give the fans a delightful experience.

We customized ads according to schedule and when games were live on air:

The big league games happening in Europe aired at the wee hours, and this gave us an excellent way to target creatives based on football fans' search patterns and behaviours.