Search with Jojo
A quirky campaign that helps users in India and Southeast Asia get the most out of using Google Search.
- Engaging Characters
- Simple Tutorials
- Connecting Solutions
While in some markets Google’s audience have been ‘Googling’ for years, in parts of India and Southeast Asia there are significant numbers of newcomers to Search. In order to help these people get up to speed we were asked to create a website and series of videos explaining Search’s awesome features.
Starting with an engaging main character and a charming bird friend, we created a series of step-by-step tutorials that clearly and simply explain; voice search, image search, using a camera to search, translating with Google, and how you can build a query in Search.
Translated into six local languages, the simplistic style and communication is calibrated to reach people from a wide range of backgrounds with varying degrees of technological access. For Google the project is a great way to offer advanced tech like voice search as a solution when literacy is an issue.
Evolution
- Vibrant And Fun
- Idiosyncratic character
- Celebrating Individuality
Early sketches
Deciding on form and features
Complementary characteristics
Hero Design
- Inclusive And Authentic
- Simple But Understandable
- Exaggerated Gestures
Developing the two main characters that present the content took balancing a number of considerations.
Relatable charm
In the stylisation and interaction between the two characters we wanted to create a certain amount of humour and likeability.
Exaggerated limbs
By increasing the size of the hands, we gave ourselves the licence to expand the size of the devices, making the physical interaction easier to ‘read’.
Expressive faces
To help viewers of all backgrounds understand the content more easily, expressive faces helped give a lot of nuance to the communication.
Video
- India And Southeast Asia
- Advanced Features
- Tutorials
To help users in parts of India and Southeast Asia understand the advanced features of Search, PHQ created a simple set of step-by-step tutorials.
In parts of India and Southeast Asia there are significant numbers of newcomers to Search who are still coming to grips with this tool. To help these potential ‘Googlers’ get up to speed we created a website and series of videos explaining Search’s awesome features.
