Google Search - Everyday Helpfulness during COVID-19
The outbreak of Coronavirus in India led to a nationwide lockdown. With this massive campaign across the country in various vernacular languages, Google wanted to create a positive impact by helping people find information to stay safe, and find inspiration to be able to get through this situation.
Hero Film
In the first phase of this campaign, the film was created for awareness and For thanking those who stayed at home, those who helped others, those who donated and everyone who were together helping each other out.
Search Queries
With a nationwide outreach, and a mobile first approach as migrants walked through the searing heat and a multitude of challenges, the queries basis search trends, social listening and where Google is really helpful in this new reality were in English, Hindi, Marathi, Bengali, Tamil, Kannada, Telugu, Malayalam and more.
YouTube Preroll Ads
These 6 second long contextual ads on YouTube were run countrywide, informing viewers about functional queries that could help them in their day to day lives. These were created in 8 regional languages.
right way to wash hands - english
chemist - tamil
easy to cook recipes - bengali
general store - hindi
Google Display Network
These display ads were targeted to users browsing the internet to reach deeper to audience contextually across devices - mobile and desktop, therefore canvas sizes. These banner ads too were created covering 8-10 queries in 8 languages.
The Process
Included shooting scenes from apartment blocks where residents banged thalis to thank frontline workers as well as sourcing user generated content - captured during the lockdown - as has been Google's visual theme.
THANK YOU
