Eat the World with Google Translate

Mobile app Google Translate worked with popular foreign restaurants in China to create a secret menu that could only be unlocked with the app, in its bid to re-enter the Chinese market.

Campaign details

Brand: Google TranslateLead agency: PHD ChinaRegion: APAC

Strategy

Objective

When you mention Google in China people often say it doesn't work or ask 'is it coming back?'. Google Translate had an enormous task at hand. As the first consumer-facing product to launch since Google's abrupt exit in 2010, it had to quickly build Google's masterbrand favourability to pave the road to convert users in a highly cluttered and complicated mobile app market.

Target Audience

Unlike the rest of the world, Google Play isn't the default app store, in fact, it doesn't even exist...

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