Google: Through the Dark

Google Play, a digital distribution service, created an interactive mobile video experience that let users explore a song about a father's plight with his son's cancer, in order to increase brand awareness as a music and social experience brand in Australia.

Campaign details

Brand: GoogleLead agency: R/GA SydneyRegion: APAC

Objectives

Google Play Music needed to stand out in Australia's crowded streaming landscape, where similar song catalogues and comparable pricing means there's little differentiating one service from another in the eyes of users.

The objective was to set Google Play Music apart, increase brand perception and position it as an innovator in the music space and a contributor to the local industry.

Coupled with our technical ambition to create an interactive digital experience that was not only beautiful and original, but ground-breaking, using technology in a way...

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