Google Assistant

When the "Make Google Do It" television campaign highlighted the Google Assistant. Millions of individuals then asked Google, "How do I actually make Google do it?"

Google Assistant quickly reached over one billion devices. Their user base grew to 100 million individuals, but most were unaware of the Assistant's ability to improve their daily lives. So, how can we teach each new user while also bringing the product's best features to life in a culturally appropriate and personal manner?

With the use of data signals like recently used features, location, and owned devices.
We developed a creative, segmented CRM programme that changed as needed.
Each communication made use of predictive modelling to elicit an emotional reaction by emphasising the benefits of the product in settings that were familiar and culturally appropriate.

Copy tone, visual idents, graphic styles, and culturally suitable icons/settings were all created. They received communication that was specifically customised to them. It takes a lot of imagination to make 100 million individuals feel as if Assistant is speaking directly to them.

A smart assistant that is intelligent is something that people are anxious to check out and, more importantly, learn how to use for daily assistance. We increased user engagement by personalising all content and transcreating it for 12 languages and 27 countries.

The newsletters were awarded 2018 Internet Advertising Competition Award for Outstanding Achievement in Internet Advertising by The Web Marketing Association.
The emails can also be seen highlighted on Really Good Emails amongst all other Google comms.

Role: Art Direction, Design