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SUB CATEGORY :
COMMUNITY ENGAGEMENT
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ENTRANT COMPANY :
SIX INC., TOKYO
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TITLE :
UGCHROME
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BRAND :
GOOGLE CHROME
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ADVERTISER :
GOOGLE
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AGENCY :
SIX INC., TOKYO
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EXECUTIVE CREATIVE DIRECTOR :
JIN SAITO
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CREATIVE DIRECTOR :
KEISUKE ONODA
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ART DIRECTOR :
TETSURO JOZAKI
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COPYWRITER :
MEGUMI UENO
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FILM PRODUCTION COMPANY :
AOI PRO. INC., TOKYO/LDH ANIMATION, TOKYO
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DIRECTOR :
TAKASHI OTSUKA/HIDEKI INABA/TAKUMA AOMATSU
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DIRECTOR OF PHOTOGRAPHY :
ARI SATO
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ASSISTANT DIRECTOR :
HIROKI MATSUURA/IYU KISHIMOTO
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EXECUTIVE PRODUCER :
MASAHIRO KAWAGUCHI/TOMOHIKO ISHII
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FILM PRODUCER :
YUTA MATSUDA/TAICHI USUKI
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PRODUCTION MANAGER :
KOICHI SUNAKAWA/DENIS RYUICHI KREUZE/
NOBUE UETAKE
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PRODUCTION DESIGNER :
NANAE TAKIGUCHI
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LIGHTING :
NAGISA MIYAZONO
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EDITOR :
SATOSHI YONEKURA/KAHO MAGOME/MAHO KONDO
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COLORIST :
MARI YASUDA
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SOUND DESIGNER :
FUMIO YASUE
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MIXER :
HAYATO TAKAHASHI
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SPECIAL EFFECTS :
DAISUKE SUZUKI/TAISUKE TEGAWA/MASAKI YUKAWA
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CG DIRECTOR :
NAOKI TAJIRI/YUSAKU UCHIDA/KENTA ABE
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CG DESIGNER :
YUTA HORINAKA
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ANIMATOR :
KENICHI KASUGA/TAIKI SATAKE/TAKASHI SATOKATO/
HIROYUKI MIZOGUCHI
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COMPOSER :
PINOCCHIO-P
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ILLUSTRATOR3 :
JUN
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SOUND PRODUCTION COMPANY :
MELODY PUNCH, TOKYO/MUI, TOKYO
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VOICE ACTOR :
UESAKA SUMIRE
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CAMPAIGN SUMMARY :
CHALLENGE :
In an age of increasing security concerns, our goal was to encourage people to use a safe browser, Chrome. However, browsers are often perceived as mere utilities, lacking the emotional resonance that drives user engagement. We faced the challenge of making Chrome relevant and engaging to a wider audience.
This challenge presented a unique opportunity when, on the anniversary of the Chrome logo, we shared the design description as part of our regular engagement activities. In a delightful twist, users began interpreting the logo as a creature, sparking a wave of user-generated content (UGC) that gave Chrome a personality and voice. This organic movement took on a life of its own, with users creating and sharing their own Chrome creature interpretations.
IDEA :
Embracing our brand truth – "The web is what you make of it" – we turned this unexpected surge of UGC into a brand activation opportunity. We recognized this user-generated phenomenon as a powerful expression of creativity and a testament to the brand's role in empowering users. To honor this organic movement, we embarked on a project to animate the Chrome creatures, drawing inspiration from the rich and diverse world created by our users. With the help of Japan's top animators, we breathed life into the Chrome ball, creating an anime series that showcased Chrome's security features.
A Phenomenal Response :
The campaign sparked an exponential increase in brand love and awareness of Chrome's safety features.
- 71,000,000 VIEWS (YouTube, X, TikTok combined)
- Understanding toward safety increased by 139% (Safety Perception towards Brand - Video Viewers vs. Nonviewers)
- Brand love exceeded 135% (Brand Preference - Video Viewers vs. Nonviewers)
Through this "branded dialogue," we transformed Chrome from an overlooked utility into a beloved brand, demonstrating the power of user-generated content and collaborative creativity.
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CREATIVITY/IDEA/INSIGHT :
Embracing our brand truth – "The web is what you make of it" – we turned this unexpected surge of UGC into a
brand activation opportunity. We recognized this user-generated phenomenon as a powerful expression of
creativity and a testament to the brand's role in empowering users. To honor this organic movement, we embarked on a project to animate the Chrome creatures, drawing inspiration from the rich and diverse world created by our users. With the help of Japan's top animators, we breathed life into the Chrome ball, creating an anime series that showcased Chrome's security features in an engaging and entertaining way.
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STRATEGY :
Our strategy was to leverage the power of UGC to transform Chrome's security message into something relatable and engaging. By tapping into the creativity of our users, we aimed to: - Increase awareness of Chrome's security features: We wanted to move beyond functional descriptions and showcase the benefits of a secure browser in a way that resonated with users on an emotional level. - Foster deeper connections with users: By actively participating in the creative process, we aimed to build a stronger sense of community and demonstrate our commitment to user empowerment. - Align with our brand truth: The campaign served as a powerful embodiment of "The web is what you make of it," demonstrating how users can shape their online experiences. This approach targeted a broad audience of internet users in Japan, particularly those familiar with anime and online communities.
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EXECUTION :
To bring the Chrome creatures to life, we collaborated with renowned Japanese anime film directors, voice actors, and musicians. We meticulously reviewed and researched all previously posted UGC to ensure that the established lore and characteristics of the creatures were respected. To further engage the community, we invited users to contribute new ideas for showcasing Chrome's security features within the anime. Understanding
the diversity of the user-generated creations, we developed three distinct anime storylines, each with its unique style and approach. These were released sequentially as a series, further building anticipation and engagement.
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RESULT :
The campaign sparked an exponential increase in brand love and awareness of Chrome's safety features. The iconic Chrome creatures captured the hearts of users, inspiring fan art, dolls, and countless online discussions.
- 71,000,000 VIEWS (YouTube, X, TikTok combined):
The anime series achieved phenomenal reach across multiple platforms.
- Engagement higher by 34 times (Compared to Google Japan YouTube's video average):
The campaign generated unprecedented levels of user interaction.
- Understanding toward safety increased by139% (Safety Perception towards Brand - Video Viewers vs. Nonviewers):
The campaign effectively communicated the importance of online security.
- Brand love exceeded 135% (Brand Preference - Video Viewers vs. Nonviewers):
The campaign fostered strong emotional connections with users.
Through this "branded dialogue," we transformed Chrome from an overlooked utility into a beloved brand, demonstrating the power of user-generated content and collaborative creativity.
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