How Google Voice Search passed the extreme tests in new web film series via Mark, Sydney – over 3 million views worldwide so far on YouTube
CB Exclusive – After months of research and development, working closely with Google’s engineers, Sydney digital agency Mark’s team devised and conducted a series of acoustic experiments in conjunction with Kite, Mark’s in-house content
production wing.
The idea was to trial Google Voice Search under extreme conditions.
The Outback and the Great Barrier Reef were chosen for the first two locations in a series of four videos so far.
One experiment took place in the middle of the desert in South Australia, using an Android phone and a pair of satellite dishes called ‘parabolic mirrors’. The other happened at the bottom of the Coral Sea in Queensland – where the Android phone was connected to a special underwater communications device called a ‘transducer’.
At each location, the experiment was conducted first with Google’s questions, then from user-generated submissions collected on Tourism Australia’s Facebook page.
Just 9 days in, the channel hit 1 million unique views. The 2 million mark came quicker, at 14 days, when the campaign became the number 1 YouTube Channel in Australia for the month. By the 3-week stage, over 3 million views had been counted, with the number 1 position held.
Copywriter: Josh Bryer
Art Director: Gustavo Vampre
Digital Creative Director: Josh Rowe
Creative Directors: Andy Flemming, Hamish Stewart
Account Director: Amy Friedlander
Senior Account Manager: Andrew Henderson
Managing Director: Simone Blakers
Strategy: Dan Pankraz
Production: (Kite) Mick Perry, Lil Ireland, John Staudinger, Christina Wilmot, Rod James
34 Comments
Nice work lads.
Well done, guys.
This is a 60 second idea stretched out into a much too long and boring web film. It needs editing down.
12:28
Three and a half million seemed to like them.
I quite like the tone of these; curiosity, fun.
But there is nothing exceptional about this work – the concept is obvious, even to the point of being very much first idea territory.
With such groundbreaking technology, a far more imaginative and bolder idea ought to have got over the line.
3.58 million seems exceptional to me.
really down-to-earth.
and a ‘transducer’ and ‘parabolic mirrors’ to test the product?
not exactly my first thought.
yeah Demo Slam was also a demo… nothing wrong with that; and these are highly original demos.
12.37 do you not understand that it’s the name google that brings in 3.58 million. it’s the geeks who are obsessed with google and gadgets that watch it, they would watch a video of their mother being beheaded as long as it was google branded!
sounds like the market was effectively targeted then.
Ignore the haters guys. I’d kill for anything that ended with a Google logo in my book.
Especially one with results like these.
Good work.
A little underwhelming really.
Seriously. The tired old envious vitriole that comes out here is something else.
Well done, guys – this will pick up for sure.
I have a mate who works on Google in the UK.
They do make ads, but on the whole they like work that’s more than just a sixty second.
These do look like pretty amazing figures for a campaign that doesn’t seem to have any above the line activity whatsoever – so kudos to all involved.
You need great ads to get a job in London, but stuff like this is almost always a shoe-in into the agencies that matter.
(Especially when it’s for a client like this. They don’t approve anything unless their geniuses are absolutely convinced that it will work.)
Hats off to production – what an effort!
So who was the Director? DP?
Well done guys. Original demos with big time results.
Jimmy @ 12.41
Demo’s are the most appropriate way to communicate groundbreaking technology. Even Apple follow this formula with Siri. But unlike these Google videos, the Siri ads will make you snore.
As far as I know, they did it most of it in-house alongside Google.
Google Voice Search > Siri.
Only fanboys think it’s cool.
Go Google !
Geoff, a product demo is essentially mandatory, for sure. But this is pretty vanilla. Saatchis NZ and Telecom have done product demos many times over the years, but have done so in a way that’s cool, engaging, has passion.
7:01
Did they get three and half million hits?
4:39
DP: Wayne Aistrope
Dir: Josh Moore
Additional cameras: Michael Hurran & Josh Moore
Well done guys. Those are seriously impressive numbers.
Editor: Charles Ivory
Grade: FSM
Well done guys. These make for nice, interesting online content. Hard to argue with those results too.
If you think these ads will get you a job in London- you’re dreamin’ and you’ve obviously never worked there, David 3.37. I have, and I know these ads are average at best and even in Australia, as a CD I wouldn’t think they were great either.
Anyone who uses the term ‘hats off’ is a twat
10:21
They’re not ads you cretin.
They were never supposed to be, they were never written to be, and they aren’t pretending to be – ads.
And as your post implies that you are, in fact, a CD – which I doubt – you would have presumably killed these because they weren’t – ads.
And the fact that you wouldn’t have approved a series of Google web films with the most views in the country makes you seem a little silly really.
Congrats to all involved, but hoping someone can help me here, the numbers to me seem weird, almost 3 million views with 0 comments? i would have though with such high numbers there would be some commentary….? could these numbers be acheived by having them run on homepage of youtube as autoplay?
i met a CD once. he was sharpening pencils when everyone around him got laid off. the carpet promoted him. saying you’re a ‘CD’ means nothing. show us your work, ‘ad’ man.
the comments were probably just removed due to fake CD negativity.
There’s a good feel to these vídeos. Showcases the technology well.
Fantastic results! Is typical for Google content? Good job regardless.
Since when has any creative cared about how many people saw it?
This is what’s wrong with this shitty industry these days. We’re all trying to be media moguls in the dimension of porn and America’s funniest home videos.
Cut the crap.