Google: London Community Noticeboard – Old Street
Brand Owner: Google
Lead Agency: OMD
Contributing agencies: Talon, Grand Visual, R/GA
Google's mission is to organise the world's information and make products that improve people's lives. The task was to demonstrate this to an influential audience in London and, in doing so, increase brand favourability.
The insight that shaped the campaign was that, of the 8.5 million people living in London, a staggering 94% of them think the city lacks community spirit. Google was perfectly placed to help change this.
Google transformed a set of traditional OOH billboards into a dynamic digital content platform that became a living, breathing part of a London community. Through an innovative use real-time insights and data, the screens were fuelled with dynamic content, 24 hours a day.