Easy Questions Don't Always Have Easy Answers

Most Vietnamese think they know their neighbourhood better than they do. They rarely asked Google and only used search for difficult questions. The local brand perception of Google was that of a professor. To solve this problem, Toaster, Singapore, created an integrated campaign to show people that easy question about one's neighbourhood don't have easy answers. Every ad pulled real-time local information from small businesses to show people that the easiest way to find local answers was to use the Google search app. Through the campaign, we helped people find small businesses in their neighbourhood and thereby helped small businesses find more customers