This is the current campaign for Google Assistant in a series of ongoing campaigns from the last four years. Samples shown are time-of-day and location sensitive. All of our questions are pulled from GPod data searches for relevance to the consumer. Of course we used programmatic banners. The campaign also used Director's Mix for YouTube video bumpers and some social media for Instagram and FB.

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Situation:

This is a current campaign for Google Assistant in a series of ongoing campaigns that I have been leading for the last four years. I was part of a team tasked in creating extensive situational videos for programmatic placement on commercial TV, YouTube, social and banners. 

Task:

Hitting our tight deadlines we mapped out three main commercial videos to be shot in 30 and 15-second spots as well as an additional fourteen short sequences to support our social and banner executions.

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Action:

Working closely with strategy and a senior writer we came up with over 120 location and time of day based questions/uses for Assistant. I had my team brainstorm all of our questions using GPod data searches for relevance to the consumer. Of course we used programmatic banners so we could easily update questions and have them change during the right hours. We carefully crafted a new, bold typography with specs for print while perfecting animation of the Assistant bug for all formats.

Result:
These ads ALWAYS perform well in the upper and mid-funnel averaging .07-.12% in brand lift and usage of the product. The campaigns have also been easy to build on, by design.