PHD and R/GA launches data-led outdoor campaign for Google

14 December 2017

Advertiser: Google
Media Agency: PHD Network

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Google asks 'How many quokka selfies is too many?' in a new outdoor campaign hitting Australia.

Google has launched a data-led digital outdoor campaign for Pixel 2 demonstrating the power of its smartphone camera.

The campaign, created in collaboration between R/GA and PHD, leverages various signals including time, location, weather, and even air-traffic control data to show photography captured on Pixel 2 in a relevant way.

Example executions include references to quokka selfies captured on a Pixel 2 in departure lounges for flights heading to Perth, while Pixel 2’s unlimited storage feature is brought to life in contextually-relevant images of major cities shot by local photographers.

"This is a great example of how we can use context to creatively enhance the relevance of outdoor advertising - and do so with scale," PHD group business director Stephanie Douglas-Neal says.

“Contextual outdoor gave us a fantastic opportunity to tailor each execution to a specific time and place,” R/GA executive creative director Hamish Stewart says.

Working with partners JCDecaux, Adshel, APN and oOh!, the campaign will rotate 30 creative variations, across more than 1,300 sites nationally including digital street furniture and panels in domestic and international airports.


Client: Google Australia
Creative: R/GA Sydney
Media: PHD
Media Partners: JCDecaux, Adshel, APN, oOh!

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