Chrome: The web is what you make of it

Frank Reitgassl

Campaign details

Brand owner: Google
Agencies: BBH Asia Pacific (Singapore), BBH India (Mumbai) and BBH US (New York)
Support agencies: Phibious (Thailand), Google client teams in Europe, US and Asia
Brand: Chrome
Country: Indonesia, India and Thailand
Channels used: Internet - display, Online video, Television
Media budget: 3 - 5 million

Executive summary

From tech product to loved brand – this is the story of how the power of communications helped turn a distant and very technical product into a brand that won the hearts and minds of ordinary people across three key Asian markets: India, Thailand and Indonesia.

Since the launch of its Internet browser 'Chrome', Google had successfully attracted its first wave of users – a techie, browser-literate community of early adopters.