Google wanted to increase usage of its G+ mobile app by promoting its auto gif-making ability.
Our task was to show how easy it is to add a little GIF magic to your photos.
The result was a first of its kind, interactive OOH. These bespoke interactive screens were set up in the most popular squares in Venice, Milan, Naples and Rome to let people create GIFs on the spot.
We used this activation to encourage people to go out and make their own, letting them share their creations on the Italy G+ page by simply using a special branded hashtag. Suitable submissions were then used in geo-targeted banners and digital outdoor.
Further to this a real life gallery exhibition featuring the best submissions was held at the world famous La Triennale di Milano design museum.
Run as a pilot in Italy, it’s now being rolled out in the UK, Benelux and Germany.