Google has launched its ‘It starts with Summer’ campaign. The creative, developed by Uncommon, will feature across TV, OOH, Digital and Social, maximising relevant moments that deliver contextual messages to help the British public get the most out of the post-lockdown summer with a little help from Google. The campaign features partnerships with Channel 4 and News UK across two activations that will promote Google Search and features across June and July.
Google is partnering with The Sunday Times to bring back the iconic supplement, The Funday Times. Four, eight-page supplements will appear with the paper throughout June, encouraging and helping families to get back out into the world this summer. Packed with Google Search innovations that readers can interact with using a mobile and/or tablet device, each edition of The Funday Times will have a particular theme – from animals and nature to landmarks and city culture – and will use technology such as Google Lens to bring readers fun activities and connect them with ways that they can explore the content further. The campaign will be supported with paid social and live reads on Virgin Radio and will be promoted on Tesco Retail store units.
To further maximise the receptivity and impact of the message, Google and Channel 4 will embark on a cross platform partnership across C4, All 4 and the broadcasters social channels, using appropriate TV moments to bring the campaign to life. Borrowing moments from a range of programming – from Hollyoaks, Devon & Cornwall, Formula 1 and more – the spots will feature throughout the schedule showcasing contextual Google searches based on each specific show. For example, “How to make a good first impression?” during First Dates.
Working with outdoor specialists Talon and OMG DOOH, the OOH campaign will deliver a national message with a local feel, serving dynamic content based on a multitude of triggers such as time, weather and location on some of the most iconic sites in the UK, asking the nation ‘What are you searching for this summer?’
OMD UK, alongside Essence Google’s digital agency, has handled the media planning and buying, and secured both partnerships.
Nishma Robb, Director of Brand & Reputation Marketing at Google comments: “We’re incredibly proud of this campaign and our continued partnership with OMD to bring this to life. At Google, we want to encourage everyone to discover more this summer and love seeing the many ways Search can help start those new adventures come to life in our ‘It Starts with Summer‘ campaign, through multiple channels.
David Dumville, Head of Solutions at News UK says: “We are excited to see the return of the Funday Times and look forward to seeing the various parts of our business come together to drive this encompassing campaign forward. Google’s innovative features transform the supplement into an exhilarating futuristic learning and play tool which is fun for all the family. And with restrictions easing we hope this campaign will inspire families to get out and about.”
News UK and Talon are clients of Bluestripe Communications, owned by Bluestripe Group, the publishers of New Digital Age