Google Chrome: Ramakien

Ogilvy & Mather Singapore

Entry Information

Country where program ran: Thailand
Program start date: 11/12/12
Program end date: 06/10/13
Advertiser/Client Name: Google
Product/Service Description: To promote the Google Chrome browser in thailand and demonstrate that Chrome is way better than your traditional browser.
Category: Information Technologies (IT)

Strategy

Business problem

To launch the Chrome browser in Thailand, and demonstrate that Chrome is way better than your traditional browser. Google didn't want to tell people, they wanted to SHOW people that Chrome is not your traditional browser, it's better. They wanted to tell stories THROUGH technology, not ABOUT technology. Google has previously launched Chrome in other markets with campaigns like Wilderness Downtown which was wildly popular. But we can't just take that campaign, re-launch it in Asia and expect people to relate to it. For a market as diverse and unique as Asia, a different approach is needed.