Zara Kok
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Google Thailand

“Uncle Google” as they’re called in Thailand, was dealing with a country that skipped The Internet.

With a lot of markets in this region, rapid development and inconsistent infrastructure caused the population to go mobile-first for all their needs. Browsing or searching wasn’t a thing- So we helped to make it more natural for Thais through an area that was already a huge part of their life: Music.

Working with Buck, we created a cell-animated series that captured everyday musical problems:

Forgot the lyrics to a song? Don’t know the name of one? Or need musical street cred to impress someone? There’s Google for that- it’s music made easy.

To make it really stick, we used top songs from Thailand’s most popular music artistes - Bodyslam (The ‘Oasis’ of Thailand), The Toys (The Darling of Indie) and Palmy (Thailand’s Pop Princess) to name a few.

Then we let our family of Google music characters do the talking across social (ironically, including Facebook!), featuring most prominently as Instagram Story stickers.

With their help, we kept Google a part of the music conversation by having them front a suite of assets that were native to our audience’s behaviour online.

We made IG scorecards so friends could screen-capture them and show each other up on who’s the bigger fan.

Our ads on Instagram Stories became spontaneous karaoke sessions that tested musical knowledge with every tap.

We even created a Karaoke drinking game called ‘Search Shots’, seeded by influencers and our tongue-tied rapper sticker as the face of the game.

And to remind people to search, we latched on to a particular habit of gig-goers: Storying their view, and having different circles of friends realise they’re at the same gig.

We helped these friends easily search for each other IRL with our musical besties sticker, that prompted people to fill in their seat number.