SYDNEY, Today: A Campaign Brief Australia comments contributor came straight to the point about the puzzling campaign created by Colenso NZ for Google Australia: “Did they help Australian advertising by taking this crap off-shore?”

Fair question. Completely unaddressed by the press release, which basically said the campaign aims “to highlight the resilience and strength of Aussies through Covid-19 — and the many ways Google is there to help them”.

The campaign is called Helping Cat Owners be Lion Tamers: But why an NZ agency?

Here’s that Google release again: “Colenso BBDO was recently appointed to the Google roster, and this new campaign draws on research about the types of help Aussies are looking for through Covid-19.

“From help with keeping the kids entertained to how to avoid crowds, from how to better support local business to keeping workers and students connected remotely, Google has been adapting its products to help Aussies and their changing needs.

“Using this research, Google and Colenso BBDO identified a gap between the types of help people wanted and awareness of Google products that could readily assist them.

“Why would you need to appoint Colenso BBDO to produce this? Could be done in-house surely?”

“From these insights, an adaptable campaign platform was created that could respond quickly to changes in consumer needs.”

The ads are running in Oz until July on social and digital properties including YouTube, Twitter, Facebook and Instagram – and will highlight practical examples of how Google can help Aussies live and work more effectively and joyfully.

Google head of consumer software marketing Zoe Hayes said: “Aussies are a resilient bunch – but we all need a little help from time to time. This campaign has been designed to educate and inspire Aussies with the incredibly broad range of products Google offers and help them navigate this chapter.”

Colenso MD Scott Coldham said: “You dream of having the opportunity to work with the world’s most influential brands – so we’re pinching ourselves.

“The team is amazing, the energy is palpable and the ambition to do incredible work together couldn’t be clearer. We are very excited to launch this first body of work together.”

Cynic Al writes
Cynic Al (another commentator) observed: “Why would you need to appoint Colenso BBDO to produce this? Could be done in-house surely?”

CREDITS

Company: Google Australia
Client: Aisling Finch, Director of Marketing
Client: Zoe Hayes, Head of B2C Marketing, Apps & Platforms
Client: Maura Halpin, Product Marketing Manager
Client: Nicholas Hirst, Associate Product Marketing Manager
Client: Zara Mullan, Consumer Insights
Client: Rob Maddison, APAC Digital Media Lead
Client: Natalie Mazin, Media Lab Agency Partner
Client: Victoria Etheridge, APAC Digital Media Manager
Creative Agency: Colenso BBDO
Production Company: Bunker, Nylon
Media Agencies: PHD & Essence
Editor: Sith Chanh

• Here’s the CB Australia link