Google Insta-Highlights
Issue 57 | December 2020
Agency
Toaster Singapore
Creative Team
Executive Creative Director: Vinod Savio Associate Creative Director: Alvaro Bruch Copywriter: Benjamin Teo Art Director: Yong Yu Tan Copywriter: Yaniga Lertpimonchai Senior Motion Graphics Designer: Mujib Jamin Motion Graphics Designer: Chozan Aung
Other Credits
Head of Technology: Oliver Dooley Ass. Account Director: Vanessa Soh Account Director: Saufi Salleh Managing Director: Dorothy Yew
Date
August 2019 - September 2019
Background
While many in Thailand use Google to search for answers they need, very few used the search engine to look for football related information. The task was to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.
Idea
Due to being in a different time zone, most international matches happen late at night in Thailand. This opportunity was used to recreate late-night football matches as daily Instagram stories so fans do not lose sleep over them. Game date from Google search was used - scores, goals, penalty, fouls, and schedule - and complete matches were recapped on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.
Results
By using Instagram to bring football fans to the Google Search bar, over 1.3 million daily active users were scored, and a 4% increase in usage intent for the football onebox feature. It was a game changer.