Google Search: Mass customisation through Dynamic Creative deployment

Google rolled out a complex campaign in India to drive usage intent for GSA and build habit as the key source for users' daily entertainment information needs.

The communication goal

Google has spent years cementing its position as the key source for answers on practically any subject. Movies and Songs are no different. For example, searching for "Shahrukh Khan songs" on sites other than Google might get you a mix of results. Using the Google Search App (GSA) you get a perfectly structured result. Something like this:

While the majority of Indians love movies and music, and go to other sources like Bookmyshow for showtimes, tickets etc. Consumer awareness that they could easily search and find their favorite song, artist, movie info on Google Search was very...

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