Gmail Campaign
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Viral Video
Who better to promote Google's products than Google engineers themselves? The centerpiece of our open sign-ups campaign is "Gmail Theater," a series of four short vignettes in which Kai, a Gmail engineer, introduces a homemade (or, to be more precise, office-made) puppet show which uses found cubicle objects to demonstrate the benefits of four key Gmail features in a "lo-fi" manner.
(if the video doesn't load too - go here)
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Banner Ads
We wanted a fresh, fun way to convey our four Gmail benefits via banner ads, and settled on these simple, understated cartoons by the noted New Yorker artist Charles Barsotti. The idea is for each cartoon's depiction of online life to induce a smile of recognition in the viewer, who'll then be more receptive to the Gmail messaging which follows.
Click to launch animated Gif
Banner 1
Banner 2
Info
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Open Sign-ups Campaign
To promote awareness surrounding Gmail worldwide open sign-ups on February 14 (U.S.), 2007, we developed creatives focused on four product benefits: less spam, conversation view, great search and built-in chat. The thematically integrated media campaign went live both on and off the Google network in the US within the week of launch.
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Result
The campaign was very sucessful resulting 3X sign-ups over organic growth projections.
