Golden Week
A multi-channel campaign engaged shoppers during one of Google Store Japan’s most important retail moments.
- Wanderlust
- Summery
- Human
To excite shopper’s about Google Store’s annual holiday sale, we wrote, designed and animated a campaign that evoked a sense of wanderlust. Using an evolution of Google branding, abstract shapes became travel-related windows, drawing our viewers into a first-person experience of travel and connecting our products with that feeling of horizons and possibility.
Golden Week is a period of seven days that spans four public holidays in Japan. For locals it is a unique opportunity to use some leave and take time off work, while for retailers it’s an important sale moment. In 2023, the occasion was especially significant as it was the first Golden Week that international travel would once again be possible post the covid-restriction era.
Through simple compositions and contrasts, our work cut through a noisy ‘sale, sale, sale’ media landscape with the contemplative freedom and quiet that customers are really seeking from this time.
Evolution
- Interplay
- Involving
- Relaxed
Initial conceptual explorations.
In-situ experiments.
Various compositions and colours.
A Suite Of Assets
- Consistency
- Composition
- Adventurous
As the home of their hardware, GStore needed the devices themselves to be celebrated in the imagery across all touch points.
Site Heroes
Across GStore itself the campaign appeared in pages devoted to the hero products and offers of the sale.
Direct Response
A comprehensive web campaign utilised Responsive Display Ads.
EDM
For subscribed customers the sale was teased and announced through a CRM mail out.
