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...