Toaster Singapore releases Google Insta-Highlights campaign recreating late-night football matches as daily Instagram stories
While many in Thailand use Google to search for answers they need, very few used the search engine to look for football related information. Toaster Singapore wanted to show Thais that Google search was the easiest way to get in-depth real-time football information anytime.
Due to being in a different time zone, most international matches happen late at night in Thailand. Toaster Singapore and Google used this opportunity to recreate late-night football matches as daily Instagram stories so fans didn’t need to loose sleep over them. They used game date from Google search, scores, goals, penalty, fouls, and schedule to recap complete matches on Instagram. Fans could dive deeper and unlock game insights by simply swiping up to open Google Search.
The results showed by using Instagram to bring football fans to the Google Search bar, Google scored over 1.3 million daily active users, and a 4% increase in usage intent for the football onebox feature.
Credits
Executive Creative Director: Vinod Savio
Copywriter: Benjamin Teo
Art Director: Yong Yu Tan
Copywriter: Yaniga Lertpimonchai
Assoc Creative Director: Alvaro Bruch
Account Director: Saufi Salleh
Associate Account Director: Vanessa Soh
Motion Graphics Designer: Mujib Jamin
Head of Creative Technology: Oliver Dooley
Motion Graphics Designer: Chozan Aung
4 Comments
People don’t use google search to find football results — probably because they love to livestream
the game or catch proper highlights on youtube.
Why would I watch some animated cartoon balls darting around a field? Thats not football.
Don’t they know that there are people who prefers to avoid knowing results so they could watch the reruns or highlights the next morning without spoilers.
Love it
love the simplicity of the execution