We invited users to share their ‘never ending moments’ on Google+ and the best ones became the heart of an integrated campaign across Italy.

Custom-built digital screens were placed in contextually relevant and high footfall areas in Rome, Venice, Milan and Naples. Passers-by were able to interact with the digital outdoor units and submit their own GIFs from that location.

Online, we showcased the product by allowing the audience to instantly interact with Google+ Motion via our interactive masthead, allowing them to experience the Motion+ feature in real-time by taking control of their webcam to take photos.

The people who shared their GIFs appeared across an online banner campaign, in metro stations, on digital screens and on interactive geo-targeted mobile banners.

Finally, to celebrate the best entries, creators of the most imaginative GIFs were invited to a custom-built month-long exhibition in the world famous the Triennale Design Museum in Milan.

The campaign increased awareness of the Motion+ feature on desktop and mobile by 11% and 13% respectively. This resulted in the following response:

- 8000+ GIFs were created and posted to the community page

- The G+ platform saw a growth of 114% in active users

- 88% growth in Google+ photo usage

- Over 3M organic views from the GIFs submitted generated

The success of the campaign in Italy then led to the digital elements being scaled in UK, with France and Spain to follow.