The Biography of Tomorrow
Google Cloud France
Issue 48 | September 2018
Agency
Herezie Group, Paris (France)
Creative Team
Creative Executive Creative Director Baptiste Clinet Creative Joseph Dubruque Creative Axel Didon Creative Raphael Stein
Production Team
TV Producers Elodie Poupeau, Barbara Vaira Publishing Company Le Cherche Midi Book Editor Maria Felix Frazao Copy Editor Fabienne Waks Production Editor Brigitte Trichet Printer Editis Production Company The CABS
Other Credits
CEO Andrea Stillacci COO Pierre Callegari Head of Social Media Paul Marty Managing Partner Arno Pons Account Manager Diane Darricau Client Head of Marketing Salime Nassur Head of Enterprise Marketing Jonathan Hadida Marketing Content Manager Shanika Weligama Marketing Campaign Manager Maxime Gilloteaux
Date
May 2018
Background
Google is investing a lot into its Google Cloud business and wanted to attract enterprise consumers and to compete with Amazon Web Services, which is currently dominating the market.
Idea
To sell them the idea of digital transformation, ten high-profile CEOs from ten very different industries were sent a book. But not any book. It was the personalised story of their professional lives in the future.
Vast quantities of data were fed into Google Cloud in order to be able to predict what the next ten years will look like for each of those CEOs in each of their markets.
Then expert ghostwriters turned those predictions into unique biographies of the ten targeted CEOs.
The renowned economist Jacques Attali wrote the foreword and artist Alix d’Anselme painted the portraits of the ten for the front covers of their books.
The 60-page books were then printed, bound and delivered.
Results
So far, two of the CEOs have signed their companies up to Google Cloud for Business (Total and Atos).
Our Thoughts
Ten books, each forecasting the individual future for ten of France’s top business leaders. Not cheap. But then the rewards for getting a decision-maker to make a decision in your favour in this growth area of cloud computing are eye-wateringly substantial.
This is the sort of idea where God is in the detail. The more data that was poured into the writing of the books, the more compelling the stories would have been.
I love the fact that the tech giant has used print to demonstrate the awesome potential of the cloud.
And has used DM to get through to people who are usually unreachable.