Google Search Soccer: World Cup 2018

Isobel Dela Torre, Athia Dewi Fadhlina

Google Search, the search engine, used programmatic ads in a World Cup campaign to increase users in Vietnam.

Campaign details

Brand: Google SearchBrand owner: AlphabetLead agency: Mullen Lowe IndonesiaContributing agencies: Mullen Lowe Vietnam, Essence Global, ToasterCountry: VietnamIndustries: Information technologyMedia channels: Mobile & apps, Online display, Online video, Social media, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

This is a case study of how the world's biggest search engine became an integral part of the daily lives of Vietnamese football fans.

As the company's first and longest standing product, Google Search stands for 'answers made easy'. The brand exists to help...

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