Youtube TV
Grand Visual – Creative
Concept Development/Art Direction/ Strategy/Copywriting/Production
Dynamic Digital OOH Campaign, 2017
Google's Youtube – Live TV Made For You
Team: CD – Ric Albert, Producer – Camila Engelbert,
Account – Ivana Ramos
Youtube TV product features provide an immediate benefit to users every day life. Showcasing this benefit to audiences based on their current interests and mindset in a specific location and time can precisely show them how Youtube TV is made for them.
This dynamic campaign introduces the launch of Youtube TV and showcases product features by using data from weather, traffic, time of day, and day of the week to deliver contextually relevant messaging.
'Live control' also allowed immediate creative updates responsive to current events such as news, sports, celebrity or cultural anecdotes to best connect with the audiences.
Understanding the target’s agenda and lifestyle was key to developing how data informed the creative messaging. Millennials’ put more value on experiences, rather than purchasing something desirable. This campaign shows how Youtube TV’s features fit into this fortuitous lifestyle, providing TV as they expect it... ‘TV as it should be’. Why should they stay put? YouTube TV will go with them wherever they go. Their social life is 'off-the-charts’ and they're behind on their favorite TV shows? YouTube TV's unlimited DVR storage allows them to schedule whatever they need for however long they need.
