Back to the drawing board – how Google used old media to promote new services

This article examines The Google project, a digitally powered cluster of billboards on which the content was updated to fit with the events of the day, run in London's Old Street area.

While many long-established brands from the pre-digital era are moving online, one of the biggest names in digital technology has linked its hi-tech offer with one of the oldest media platforms – billboards.

The Google project, run in London's Old Street area, known as 'Silicon Roundabout', was a digitally powered cluster of billboards on which the content was updated to fit with the events of the day – or of the minute – and to demonstrate w.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands