Google is a globally recognised brand, ranking 2nd in Interbrand’s ‘best global brand’ for 2015. Google Search is so well established, Googling is a now a verb, interchangeable with online searching itself.

In Indonesia however, search behaviour is underdeveloped. Users’ first internet experience was more likely to be on Facebook or the Yahoo! portal. Among 15-24 year olds, searching online is utilitarian - great for seeking information but lacking personality, compared to social platforms. To them, Facebook curates engaging content and has its own search function. Therefore, despite being the 4th most populous country in the world where Google still dominated the search market share (95%), Indonesia only makes up 1.7% of over 100bn monthly Google global searches (ComScore).

To accomplish our business objectives of growing market share and incremental monthly searches, we needed to shift perception and reposition Google Search as a part of everyday life - a ‘’lifestyle companion’’.

During all 13 live episodes, airing from June 6th to September 11th, Google allowed fans to have a voice in the show through:

• Voting for their favourite contestant(s) via Google OneBox on their smartphones with up to 20 votes per week

• Participate in polls, Q&A, Shout-outs on Google + that provided exclusive access and a change for live dialogue with their idols

On top of the “natural promotion” via all integrations, we ran 3 spots of a “How to vote” video per live episode and an Online 90’’ spot that reached 1.3 million views within 15 days. The voting tool was mentioned 524 times on throughout live broadcasts.