Google takes to the streets of London with 'Google Outside' pilot

The 160 sites are now live across London

Google has worked with R/GA London to launch Google Outside, a pilot scheme that brings search outdoors running across 160 sites in London providing information on local attractions, weather and travel information.

Designed to help Londoners and tourists alike, the screens use the same Google Now technology which is used in smartphones to provide location-based, real-time information.

Split across 100 bus shelters and 60 tube stations the 160 digital screens use bespoke search technology incorporating a journey planner, city guide and weather reporter. If there are delays on the Underground the screens may suggest alternative travel information for example, or on dry days promote outdoor activities.

R/GA London worked with Google on the concept and strategy behind the trial as well as the back-end technology behind its execution.

A Google spokesperson told The Drum: “We are currently testing a new way of helping users get the most out of London, as we want people to enjoy Google wherever they are. The Google search app has so many great features that people can use outdoors, and we thought various spots in London would be give people a chance to experience it for a while.”

The media agency involved was Manning Gottlieb OMD, with the digital campaign planned, bought and delivered by Talon and Grand Visual.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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