Google: Shopping answers made easy, by Google

Google wanted to drive up daily usage of Google search for shopping and educate Indonesians on the fact that Google Search is the easiest way to make shopping decisions, as they can easily compare various products, prices and reviews from various merchants all in one place. Indonesians go to excessive lengths to compare, analyze and decide on the very best deal. The market is also often impulsive when they shop, falling too quickly for an item/offer without further research or comparing.
Agency: Toaster, Singapore

Our solution was to target online shoppers and associate Google with the everyday shopping phenomenon of “getting swayed by a deal” by creating a campaign that would drive up shopping research or comparing online before purchase and by doing so grow increasing actual daily usage. We intercepted impulsive behaviour of shoppers with a singular creative idea - “Don’t fall in love at first sight”. To drive high relevance we looked at data and tried to be as contextual to many micro-moments in the lives of shoppers and find moments where they would need shopping information. This informed our strategy on media as we identified the right channels, times of day, etc.

We created a series of ads based on fashion, beauty, personal care, gadget/electronic, and cooking equipment shopping verticals. We used geo-fencing on DV360 digital and video banners to target mall shoppers using a beta 'Holiday Shopper' segment. We also created Vogons to intercept the impulsive behaviour based on what people search, big event like before, during, and after payday, national shopping day and Mothers’ Day. On Instagram, we placed ourselves in all the key moments of shopping temptation. And whenever people searched for their impulses, we were right there too - in the form of relevant and contextual banners customised to our audience’s contextual needs for relevancy and engagement.