Campaign details

Brand: Google
Lead Agency: Toaster Limited Singapore Branch
Region: APAC

Objective

Google's objective is to organise the world's information in an easy and accessible manner. This includes information about businesses and services in every neighbourhood. From restaurants to pharmacies, from ATMs to Gas stations, people can find all the information they need through Google (contact numbers, addresses, reviews, timings, etc).

But in Vietnam, people tended to only go to Google for difficult questions (who is the president of Guatemala or how far is the moon) and they perceive the brand as a professor, and not as a platform for every day answers.

The opportunity lay in educating users on just how effective Google Search can be when looking for the everyday answers you need. The campaign's objective was to change people's search behavior and to educate people about how helpful Google can be for daily every day searches.

Target Audience