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Using AI to build the world’s first real-time predictive advertising

How do you announce that Google Cloud has an enterprise-worthy offering without feeling like typical enterprise marketing? By creating an AI powered product demo in front of a national audience that showed businesses that Google Cloud is up to any challenge.

We worked directly with Google data scientists to query and turn decades of NCAA data into the world’s first real-time predictive TV spots, live in front of 43 million people during the Final Four Championship games. These were supported throughout the tournament by anthem spots, 6 second snackable digital videos, print in high-visibility publications like The New York Times and The Wall Street Journal, a long-form documentary to bring the Google + NCAA partnership to life, and a microsite to provide a deep dive into data analysis and the science behind our predictions.

The World’s First Real-Time Predictive Spots

We worked directly with Google data scientists to query and turn decades of NCAA data into the world’s first real-time predictive TV spots, live in front of 43 million people during the Final Four Championship games. And it went off without a hitch.

+13%

Unaided brand awareness

+11%

Consideration

Play Video

Running throughout the tournament, the following spots generated interest in the insights the NCAA + Google Cloud partnership was unlocking.

Print ads carried our theme through—including a championship game prediction—in high-visibility publications like The New York Times and The Wall Street Journal.

Documenting the partnership

We produced a long-form documentary to bring the Google + NCAA partnership to life and give a behind the scenes look at Google’s enterprise readiness.

 

Insights in an Instant

Mining 60 years of NCAA data, we created :06 snackable digital videos highlighting the power of Google data query.

 

DIGITAL HUB

We built a microsite to provide a deep dive into data analysis and the science behind our findings and predictions, and a hub for all digital activations.

Play Video

Bringing history to life for the New York Times

To further demonstrate the power of Google Cloud, we applied our Show Dont Tell marketing strategy to their New York Times partnership. The New York Times was digitizing their historical archive of photography onto Google Cloud and we saw an opportunity to bring those photos—and the historical moments behind them—to life.

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7X

Engagement on Twitter

+42%

Google Cloud searches with measurable impact to pipeline

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