Google App
First Times
Brief
Get Gen Z to switch to the Google app for search.
Insight
Gen Z don’t care about search, but they do care about discovering themselves and experiencing the world.
Strategy
Give the Google app a more fundamental role to play in Gen Z’s lives by tapping into a huge driver of their behaviour, the quest to be independent.
Idea
First Times – we used Gen Z’s favourite creators to show that a first time doesn’t have to be the worst time when you use the Google app to take on life’s tricky firsts and nail them.
Case study film
