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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

Mash up film

Creator films