While many in Thailand use Google to search for answers they need, very few used the search engine to look for football related information. We wanted to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.
Due to being in a different time zone, most international matches happen late at night in Thailand. we used this opportunity to recreate late-night football matches as daily Instagram stories so fans do not lose sleep over them. We used game date from Google search - scores, goals, penalty, fouls, and schedule - and recapped complete matches on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.
By using Instagram to bring football fans to the Google Search bar, we scored over 1.3 million daily active users, and a 4% increase in usage intent for the football onebox feature.
We call that a game changer.
Digital advertisement created by Toaster, Thailand for Google, within the category: Electronics, Technology.
Executive Creative Director: Vinod Savio
Associate Creative Director: Alvaro Bruch
Copywriter: Benjamin Teo
Art Director: Yong Yu Tan
Copywriter: Yaniga Lertpimonchai
Senior Motion Graphics Designer: Mujib Jamin
Head Of Technology: Oliver Dooley
Senior Account Manager: Vanessa Soh
Account Director: Saufi Salleh
Motion Graphics Designer: Chozan Aung