Google Outside was a resounding success. Transport for London hailed Google Outside as 'the most innovative campaign ever run on our placements’. According to campaign research results, Outside generated significantly high results in brand sentiment: 92% of people who saw it found the content interesting, 89% found it informative, 78% said they learned something new, 74% said Google helped them discover and do more. Perception of Google as an innovative company increased 11 points to 81%. 53% who experienced Outside felt better about the Google brand. Additionally, 1 in 5 people who saw the campaign downloaded the Google Search app.

We brought Google Search to life by taking over 160 digital outdoor screens in key central London transport hubs, including London Underground platforms and bus shelters. Each screen was delivered content that was unique, smart and contextually aware. Together, these screens created city-wide presence, allowing us to reach Londoners in different contexts and touchpoints, during daily commutes, evenings out or weekend shopping trips.

This was the first time DOOH screens had been converted from static monitors displaying generic content over a simple 3G connection, into local information hubs displaying real-time Search results, specific to that exact time and location.

We re-created the online Google Now and Google Search experience in DOOH. Over 100 gigabytes of data were generated and distributed to screens; many hundreds of times more than any previous live & dynamic DOOH campaign. We delivered compelling, useful content while also putting smiles on people’s faces around London.

Google Search is an essential part of people’s everyday lives, but “Googling” has become so natural that people take it for granted.

We wanted to remind people of the everyday magic and utility of Google Search in an original way, to demonstrate Google’s mission “Google’s products improve people's lives every day,” increase brand perception and drive usage of the Google Search app. To do that, we needed to take Search beyond mobile and desktop and bring it to an unexpected environment, somewhere people would take notice and be reminded of how amazing Google Search can be in the real world. For the first time, we brought Google Search to Digital OOH and launched “Google Outside”.

Using Google’s knowledge graph, Google Outside delivered valuable and fun information to Londoners and tourists about their immediate surrounds, helping them experience more of the city while reminding them of the magic of Google Search.