Google is pushing its Google Assistant in an outdoor campaign across the U.K that includes dynamic billboards tailored to location, time of day and topical events.
There are two strands of creative: the first features the Google Home Mini and demonstrates how Google Assistant can help to "Play it. Skip it. Time it. Dial it. Forecast it. Remember it. Schedule it. Prep it. Do it."
The second demonstrates Google Assistant's ability to help with everyday tasks. In a billboard placed at Old Street in London's "silicon roundabout" area, copy is linked to time, day, location, and major cultural events such as the World Cup, Wimbledon and Pride London. It also pulls in local and contextual information such as "Feeling hungry Old Street? or "Can't find the mythical Shoreditch cash points?" to highlight Google Assistant's ability to provide location-based relevance.
The digital OOH campaign was created by R/GA London and Google U.K., with production and delivery by Grand Visual and media planning and buying by Talon and OMD. It's part of a broader integrated global campaign that is running across cinema, TV, out-of-home, press, display and social media. The U.K. version of the "Make Google Do it" TV ad from R/GA also launched earlier this month featuring actor John Boyega and author and comedian David Walliams in similar creative to that which is running in the U.S..