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'Make Google Do It' ads talk up digital assistants

Google OOH ads

Google is using digital out of home (DOOH) to invite Londoners to use its voice assistant in a campaign called 'Make Google Do It'.

The work from R/GA London was created to showcase both the Google Home Mini and the Google Assistant by detailing all the tasks they can perform. This is signified with the 'Play it. Skip it. Time it. Dial it. Forecast it. Remember it. Schedule it. Prep it. Do it.' mantra.

Until 8 July, the work will run across transit, retail and city-centre locations, including Old Street roundabout in London. It will run contextual ads around events like the World Cup, Wimbledon, and Pride London.

To bring the campaign to life, R/GA and Google worked alongside OOH media specialists Grand Visial, OMD UK and Talon. Meg Ledger, client manager at Talon, said: “OOH was the perfect channel to communicate how Google Assistant can be your playful sidekick throughout the day.

"...We were able to maximize the effect of OOH by deploying clever contextual creative assets to tap into a relevant frame of mind for busy on the go audiences.”

Dan Dawson, chief creative technology officer of Grand Visual, said: “This campaign took over 100 pieces of copy to deliver. By using smart scheduling, Google has created a fresh, timely and engaging campaign that reaches a mass audience and demonstrates just how far the medium has come.”

The campaign makes up a part of the wider campaign which will run across cinema, TV, out-of-home, press, display and social media.

The hero film featured John Boyega and David Walliams.

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