Google in the United Kingdom on Tuesday announced the launch of its first B2B campaign that promotes search. The campaign speaks to business professionals -- reminding them of the value of search as an advertising platform -- and also highlights the need for marketers and media buyers to understand that search is where their customers find what matters most to them.
The ads were created to have a consumer look and feel. They target marketers and media buyers, underscoring the importance of Google Search to their strategies. The campaign also highlights ways to use the engine for consumers, and reminds marketers and media buyers how critical search is for businesses.
The campaign focuses on life moments, such as delivering ice cream or finding a removals service at short notice. It highlights Google’s role in the everyday life of consumers and business people.
The message aims to “reignite the enthusiasm for search” -- to get marketers excited about adding search to their media plans. While the campaign is being launched in the U.K., it is not yet known whether it will hit the United States or Asia.
The agency 72andSunny Amsterdam created the campaign, called Find What Matters, with a little help from Google. It highlights several features, such as the unique audiences that search can reach, and questions people want answered, along with the moments they recall.
Find What Matters launches in the U.K. this month, and will run for two months across display, search, out of home, print media, and on social media sites such as YouTube. The media will run through the agency OMD, as well as Google’s digital agency Essence, the backbone of their marketing infrastructure.
Gemma Howley, search lead at Google UK & Ireland, believes people often take the most useful things in life for granted, such as running water and electricity.
“It’s easy to forget about the remarkable, complex system that brings you what you want when you turn [on] the tap or hit the switch,” he stated.
Howley called search the “first digital utility”-- a tool that allows people to cut through a noisy and cluttered world and find what they need.