1. DIGITAL DOORWAYS
FOR
GOOGLE+

2. COMPANY PROFILE.
-- DREAM, THINK, LIVE DIGITAL,
-- REJECT THE ORDINARY
-- INNOVATIVE & INTERACTIVE
-- MULTI PLATFORM CAPABILITIES

3. DIGITAL DOORWAYS FOR GOOGLE.
DIGITAL DOORWAYS IS A DIGITAL CREATIVE AGENCY DEDICATED TO CREATING
21ST CENTURY SOLUTIONS FOR 21ST CENTURY COMPANIES SUCH AS GOOGLE.
WE BELIEVE THAT OUR DIVERSE CAPABILITIES AND INNOVATIVE CAMPAIGNS
MAKE US THE BEST AGENCY TO DELIVER A SOLUTION FOR GOOGLE PLUS.
GOOGLE PRIDES ITSELF ON DELIVERING INNOVATIVE TECHNOLOGICAL
SOLUTIONS. THUS AN ADVERTISING CAMPAIGN FOR A GOOGLE PRODUCT
SHOULD ALSO REFLECT AND HIGHLIGHT GOOGLE’S DEDICATION TO
INNOVATION AND PROGRESSIVE TECHNOLOGY. THIS IS WHERE DIGITAL
DOORWAYS COMES IN. EACH OF OUR PAST CAMPAIGNS LEVERAGED NEW
TECHNOLOGIES TO PRODUCE SUCCESSFUL ADVERTISING CAMPAIGNS FOR
OUR CLIENTS.

4. WHAT WE WILL DELIVER.
OUR ULTIMATE AIM FOR GOOGLE PLUS IS TO CREATE A CAMPAIGN THAT
WILL DRIVE NEW USERS TO THE SITE, EXCITE EXISTING USERS AND
STIMULATE THEM TO USE GOOGLE PLUS AS THEIR PRIMARY SOCIAL
NETWORK, LONG AFTER THE CAMPAIGN ITSELF IS COMPLETE.

5. BRIEF SUMMARY.
-- GOAL: MAKE GOOGLE+ THE #1 SOCIAL NETWORKING TOOL OF CHOICE
-- ISSUE: LOW % OF ACTIVE USERS
-- INSIGHT: USERS FEELING SOCIAL NETWORK FATIGUE/BURNOUT
-- INSIGHT: LITTLE DIFFERENTIATION FROM COMPETITORS
-- GOAL: MAKE GOOGLE+ PRIMARY SOCIAL NETWORKING SITE
-- IDEA (SMP): “WORTH THE EFFORT”
-- CORE TARGET: MALE, AUSTRALIAN RESIDENTS, STUDENTS, 18-35,
GOOGLE+ USERS
-- 2ND TARGET: MALE, AUSTRALIAN RESIDENTS, PROFESSIONALS, 22-35
-- VOICE: POLITICALLY CORRECT, CONFIDENT, UNCOMPLICATED

6. THE BIG IDEA.
-- GOOGLE +
BE YOUR SELF PROJECT

7. THE BIG IDEA RATIONALE.
AFTER ANALYSING OUR TARGET AUDIENCE (MALES AGED BETWEEN 18-35) WE FOUND THAT
THEY CONSTANTLY SOUGHT TO CONTROL THEIR PUBLIC IMAGE AND THE WAY THEY WERE
PERCEIVED BY DIFFERENT SOCIAL GROUPS. SATISFYING THIS NEED IS SO IMPORTANT TO THE
TARGET AUDIENCE THAT OFTEN THE IMAGE PRESENTED TO THE MASSES IS VERY SUPERFICIAL
AND TAILORED TO APPEAL TO EVERYONE, THUS HIDING THEIR TRUE PERSONALITY.
WE HAVE CALLED OUR BIG IDEA THE GOOGLE+ BE YOURSELF PROJECT TO SHOW OUR TARGET
AUDIENCE THAT USING GOOGLE+ WAS WORTH THE EFFORT BECAUSE THEY COULD EXPRESS
THE DIFFERENT ELEMENTS OF THEIR PERSONALITIES TO SPECIFIC GROUPS. THE KEY MESSAGE
OF THE CAMPAIGN IS THAT USERS CAN BE THEMSELVES WITHOUT FEAR OF RIDICULE BECAUSE
THE INFORMATION THEY SHARE WILL ONLY BE COMMUNICATED TO THE RELEVANT CIRCLES. IT
IS WORTH THE EFFORT BECAUSE THEY CAN EASILY CONTROL WHAT INFORMATION IS SHARED
AND HOW THEY WISH TO PRESENT THEMSELVES TO DIFFERENT GROUPS.

8. THE BIG IDEA RATIONALE.
IN LINE WITH OUR TARGET AUDIENCE’S INTERESTS AND COMMUNICATION PREFERENCES WE
CHOSE TO COMMUNICATE THE MESSAGE OF THE BE YOURSELF PROJECT VIA A MULTI-CHANNEL
DIGITAL CAMPAIGN. WE KNEW THAT THIS STRATEGY WOULD INDULGE THE CONSUMERS’
LOVE OF TECHNOLOGY AND CONNECT WITH THEM VIA A PROCESS OF INTRIGUE AND
ENTERTAINMENT. FURTHERMORE SUCH A DIGITAL CAMPAIGN WOULD EASILY REACH USERS
HAVE THE POTENTIAL TO GO VIRAL AND ULTIMATELY DRIVE ENGAGEMENT ON THE GOOGLE+
WEBSITE.

9. EXECUTION.

10. EXECUTION.
GOOGLE IS AN INNOVATIVE TECHNOLOGICAL COMPANY THAT ENCOURAGES AND STIMULATES
CREATIVE SOLUTIONS TO EVERYDAY PROBLEMS. THE MAIN PURPOSE OF OUR EXECUTIONS IS
TO DELIVER THE MESSAGE TO OUR TARGET AUDIENCE THROUGH THE MEDIUMS THAT WILL HELP
THEM DISCOVER, INVOLVE, ACT AND SHARE THE MESSAGE USING GOOGLE+.
WE WANTED TO SPARK THE IMAGINATIONS OF OUR TARGET AUDIENCE AND PRINCIPALLY GET
THEM INTERESTED IN THE CAMPAIGN VIA A UNIQUE INTERACTIVE ELECTRONIC DISPLAY THAT
GENERATED CONSUMER CONVERSATION/WORD OF MOUTH AND LED THEM TO THE INNOVATIVE
WEB BASED MICRO-SITE. ONCE USERS ARRIVED AT THE GOOGLE+ BE YOURSELF PROJECT
TAB THEY WOULD DISCOVER THE COMPETITION (30 SECONDS OF FAME) AND SOME EXCITING
ONLINE VIDEO MAKING TOOLS. OUR MOBILE APPLICATION WOULD PORT THESE ONLINE
WIDGETS TO THE MOBILE PHONES OF USERS TO HELP INSPIRE A TARGET AUDIENCE ON THE
MOVE. FINALLY OUR INTERACTIVE YOUTUBE BASED VIDEO CAMPAIGN WOULD DRIVE FURTHER
WEBSITE TRAFFIC AND CREATE AWARENESS OF THE COMPETITION.

11. EXECUTION - MEDIUM 1.
-- STREET CAMPAIGN: INTERACTIVE ELECTRONIC DISPLAY

12. EXECUTION - MEDIUM 1.
-- WHAT: INTERACTIVE VIDEO DISPLAY.
A LIFE SIZE LCD SCREEN WHICH WILL DISPLAY REAL SIZE IMAGES OF VARIOUS ‘IDENTITIES’.
FOR EXAMPLE, A ROCKSTAR, GEEK, ETC. THANKS TO AN INBUILT VIDEO CAMERA, PEOPLE
WILL BE ATTRACTED TO THE DISPLAYS AS THEY SEE THEMSELVES PROJECTED ON SCREEN.
AS THEY STAND THE APPROPRIATE DISTANCE FROM THE SCREEN (X MARKS THE SPOT)
THEIR HEAD WILL BE OVERLAYED ONTO THE CHARACTERS’ BODIES. THE SCREEN WILL
CHANGE BETWEEN THE DIFFERENT COSTUMES/PERSONALITIES TO GIVE THE USER THE
IMPRESSION THEY ARE SWITCHING BETWEEN DIFFERENT BODIES. USERS WILL BE ABLE TO
INTERACT WITH THE SCREEN TO SELECT THEIR FAVOURITE PERSONALITY, AND CAN REQUEST
TO HAVE A SNAPSHOT TAKEN AND SENT TO THEIR EMAIL.
-- LOCATED ON THE SCREEN WILL BE THE TAG LINE: ‘WHO IS THE REAL YOU? BE YOURSELF WITH
GOOGLE+’. A QR CODE WILL LEAD USERS TO THE GOOGLE+ BE YOURSELF PROJECT WEBSITE
(A TAB LOCATED ON GOOGLE+).

13. EXECUTION - MEDIUM 1.
-- WHERE: WE WILL INSTALL LIFE-SIZED INTERACTIVE LCD SCREENS IN KEY THOROUGHFARES
OF MAJOR CITIES, FOCUSING ON LOCATIONS FREQUENTED BY OUR TARGET AUDIENCE.
THIS WILL INCLUDE PLACES LIKE THE CBD (MARTIN PLACE), UNIVERSITY WALKWAYS AND
LIBRARIES, BUS STOPS, TOWN HALL STEPS, NEAR TECHNOLOGY/ELECTRONIC STORES AND
SO ON.
-- RATIONALE: WE WANTED TO DEMONSTRATE IN A LIGHTHEARTED WAY HOW PEOPLE WEAR
DIFFERENT KINDS OF PERSONAS IN LIFE. USING INTERACTIVE VIDEO TECHNOLOGY TO
SUPERIMPOSE PEOPLE’S HEADS ONTO THESE CHARACTERS IS AN ENTERTAINING WAY
TO INTRIGUE PEOPLE AND GET THEM TALKING ABOUT THE DISPLAY AND GOOGLE+ WITH
FRIENDS.

14. EXECUTION - MEDIUM 2.
-- GOOGLE + (MICROSITE)

15. EXECUTION - MEDIUM 2.
-- WHAT: THE GOOGLE+ BE YOURSELF PROJECT IS A TAB (MICROSITE) WITHIN THE LARGER
GOOGLE+ SITE. IT IS A COMPETITION THAT ASKS USERS TO CREATE A 30 SECOND VIDEO
EXPRESSING THEIR TRUE SELF. THEY ARE ABLE TO DO THIS USING THE TOOLS INSIDE THE
MICROSITE.
-- THE LAUNCH PAGE WILL FIRSTLY INTRODUCE VISITORS TO A BRIEF PROMOTIONAL VIDEO
COMMUNICATING THE COMPETITION PROCESS. SECONDLY, THE MICROSITE WILL PROVIDE
A RANGE OF FUN AND USEFUL WIDGETS TO HELP BUILD TEXT, SOUNDS, MAKE MUSIC, VIDEO
EDIT, AND ADD TRANSITIONS/EFFECTS AND PICTURES TO YOUR VIDEOS. FINALLY, IT WILL
SERVE AS THE HOST AREA FOR THE COMPETITORS’ VIDEO ENTRIES.
-- THE WINNER WILL APPEAR IN A 30-SECOND TELEVISION APPEARANCE, RECEIVE A
AU$10,000 CASH PRIZE AND BE THE AUSTRALIAN FACE OF GOOGLE+ (BEING INVITED AS A
VIP TO EXCLUSIVE SOCIAL AND NETWORKING EVENTS).

16. EXECUTION - MEDIUM 2.
-- RATIONALE: THE GOOGLE+ BEYOURSELF PROJECT IS A TAB/MICRO-SITE WITHIN GOOGLE+. IT
WILL BE AN EXTENSION OF GOOGLE+ TO CELEBRATE EACH PERSON’S UNIQUE PERSONALITY.
WE ARE CREATING AN OPPORTUNITY FOR PEOPLE TO REVEAL THEIR TRUE PERSONALITIES
AND EXPRESS THEMSELVES. FURTHERMORE, OUR TARGET AUDIENCE IS COMPELLED BY
THE IDEA OF CELEBRITY AND BEING ON TELEVISION. THE TOP 10 RANKED VIDEOS ON
THE WEBSITE WILL GET THE OPPORTUNITY TO FEATURE IN THE NEXT GOOGLE+ YOUTUBE
CAMPAIGN.

17. EXECUTION - MEDIUM 2.
-- ADDITIONAL PROMO: WE WILL INSERT AN ADVERTISEMENT FOR THE GOOGLE+ BE YOURSELF
PROJECT USING GMAIL (SEE EXAMPLE BELOW). EXISTING USERS ALREADY HAVE A GMAIL
ACCOUNT WHICH MAKES THIS CHANNEL IDEAL FOR HITTING OUR TARGET USERS. FOR THE
DURATION OF THE CAMPAIGN WE WILL REPLACE ADVERTISEMENTS THAT APPEAR JUST
ABOVE THE INBOX WITH AN ADVERTISEMENT THAT READS: ‘THE GOOGLE+ BE YOURSELF
PROJECT’ - BE YOURSELF TO BECOME THE AUSTRALIAN FACE OF GOOGLE+’.

18. EXECUTION - MEDIUM 3.
-- MOBILE

19. EXECUTION - MEDIUM 3.
-- WHAT: AS AN EXTENSION OF THE GOOGLE+ WEBSITE AND GOOGLE+ BE YOURSELF PROJECT,
WE WILL HAVE A MOBILE APP THAT ALLOWS USERS TO FILM THEMSELVES AND ENHANCE
THEIR VIDEO USING DIFFERENT SPECIAL EFFECTS. GOOGLE+ USERS WILL BE ABLE TO
DOWNLOAD THE APP FROM THE GOOGLE+ BE YOURSELF PROJECT WEBSITE AND NON-USERS
CAN EASILY BECOME MEMBERS TO ACCESS IT TOO.
-- HOW: USERS WILL BE ABLE TO EDIT VIDEOS, APPLY TRANSITIONS AND EFFECTS, ADD TEXT,
PHOTOS, VOICE OVER AND EVEN MAKE SOUND EFFECTS AND MUSIC. ONCE USERS EDIT THEIR
VIDEOS, THEY CAN UPLOAD THEIR CREATIONS DIRECTLY TO THE COMPETITION PAGE AND
THEN SELECT WHICH CIRCLES THEY’D LIKE TO SHARE IT WITH. ALTERNATIVELY, THEY MAY
EXPORT THEIR VIDEOS TO YOUTUBE. A SUBTLE YET DISTINCT GOOGLE+ WATERMARK WILL BE
PLACED IN THE VIDEO.

20. EXECUTION - MEDIUM 3.
-- RATIONALE: THE TARGET AUDIENCE IS VERY TECH SAVVY AND ENJOYS EXPLORING
INNOVATIVE AND CREATIVE TECHNOLOGIES. THE MOBILE APP CREATES AN EXCITING
PLATFORM FOR USERS TO ENGAGE WITH THE CAMPAIGN AND TAKE GOOGLE TECHNOLOGY
WITH THEM ANYWHERE. THE COMPETITION PROVIDES FURTHER MOTIVATION FOR THEM,
INSPIRING THEM TO CREATE THEIR OWN ORIGINAL VIDEO CONTENT. OUR TARGET AUDIENCE
MAY DECIDE TO ONLY SHARE WITH CLOSE FRIENDS, OR THEY MAY DECIDE TO SHARE WITH
ANYONE IN THE WORLD PROMOTING THE GOOGLE+ BE YOURSELF PROJECT.

21. EXECUTION - MEDIUM 4.
-- INTERACTIVE YOUTUBE AD
-- WHAT: A COLLECTION OF YOUTUBE ADVERTISEMENTS WITH ALTERNATE ENDINGS THAT
ALLOWS USERS TO SELECT WHICH RESPONSE THEY FEEL BEST EXHIBITS ‘BEING YOURSELF.’
THESE ADVERTISEMENTS WILL ACT AS A COMPLIMENTARY EXECUTION TO THE OTHER THREE
MEDIUMS, AND WILL ALLOW THE TARGET AUDIENCE TO INTERACT WITH A HIGHLY-FAMILIAR
FORMAT. THE PURPOSE OF THE ADVERTISEMENTS IS TO SUBTLY PROMOTE THE EMOTIONAL
BENEFITS THAT ARISE FROM THE FUNCTIONAL ASPECTS OF GOOGLE+, WHILE ALSO
ENTERTAINING AND ENGAGING THE AUDIENCE AND DIRECTING TRAFFIC TO THE GOOGLE+ BE
YOURSELF PROJECT MICROSITE.

22. EXECUTION - MEDIUM 4.
-- HOW: THE SERIES OF ADVERTISEMENTS WILL GENERALLY DEPICT A PERSON IN A SCENARIO
THAT REQUIRES AN ACTION. THE ACTION HE OR SHE TAKES IS LEFT TO THE VIEWERS,
WHO HAVE THREE OPTIONS. OF THE THREE, ONLY ONE REPRESENTS SOMEBODY BEING
THEMSELVES, AND THIS OPTION IS CLEARLY PRESENTED. THE OTHER TWO OPTIONS
REPRESENT GUARDED BEHAVIOUR IN AN EFFORT TO HIDE A TRUER CHARACTER TRAIT. EACH
ANSWER WILL SHOW THE OUTCOME OF THE ACTION TAKEN, WITH THE ‘CORRECT’ ANSWER
BEING THE ONLY ONE GENERATING A POSITIVE OUTCOME FOR THE PERSON INVOLVED -
THEREFORE DEMONSTRATING THE BENEFITS OF BEING YOURSELF.

23. EXECUTION - MEDIUM 4.
-- THE FOLLOWING EXAMPLE ILLUSTRATES THE CONCEPT.
ANTHONY IS SITTING AT HOME WATCHING ‘THE NOTEBOOK’ WITH HIS GIRLFRIEND EMMA. THE CLIMAX
OF THE FILM ARISES, AND ANTHONY:
A) BURSTS OUT LAUGHING, UNCONTROLLABLY GIGGLING AND POINTING AT THE SCREEN AS EMMA
QUIETLY SOBS;
B) OVERTURNS THE COFFEE TABLE IN DISGUST IN AN EFFORT TO EXPRESS HIS MASCULINITY AND
VIRILITY; OR
C) SHEDS A TEAR, WHICH SLOWLY ROLLS DOWN HIS CHEEK JUST IN TIME FOR EMMA TO SEE.
EACH ANSWER WILL RESULT IN A DIFFERENT OUTCOME BEING PLAYED TO THE VIEWER. THE FIRST
TWO WILL SHOW NEGATIVE OUTCOMES, WITH EMMA EITHER BERATING ANTHONY OR WALKING
OUT OF THE ROOM. THE FINAL OPTION, WHERE ANTHONY SHOWS HIS TRUE COLOURS AND ALLOWS
HIMSELF TO BE TOUCHED BY THE FILM, RESULTS IN EMMA SUBTLY TAKING HIS HAND IN HER OWN AND
SNUGGLING AGAINST HIM - CLEARLY THE POSITIVE OUTCOME. THIS IS AN OBVIOUS EXAMPLE BUT
NEVERTHELESS ILLUSTRATES THE KINDS OF ADS THAT WILL BE MADE AS PART OF THIS EXECUTION.
THERE IS ROOM FOR FURTHER, MORE COMPLEX SCENARIOS.

24. EXECUTION - MEDIUM 4.
-- RATIONALE: THESE ADVERTISEMENTS ALLOW USERS TO INTERACT WITH WHAT IS
ORDINARILY A PASSIVE MEDIUM. FURTHERMORE, THEY WILL CONTEXTUALISE OUR MESSAGE
WITHIN COMMON SETTINGS AND TRULY ILLUSTRATE THE EMOTIONAL BENEFIT OF GOOGLE+
WITHIN THOSE SITUATIONS.

25. CONCLUSION.
OUR CREATIVE STRATEGY HAS THE CHARACTERISTICS NEEDED TO ENSURE A MEMORABLE AND
SUCCESSFUL CAMPAIGN. IT IS SIMPLE IN THAT EVERY EXECUTION COMES BACK TO THE KEY
MESSAGE - ‘BE YOURSELF’. IT IS CREATIVE IN THE WAY THAT IT FACILITATES USER CREATIVITY.
IT IS ORIGINAL IN THAT IT FOCUSES ON THE EMOTIONAL BENEFIT ATTAINED FROM GOOGLE+’S
FUNCTIONALITY, AS OPPOSED TO SIMPLY FOCUSING ON FUNCTION IN THE WAY THAT SO
MUCH TECHNOLOGY-BASED ADVERTISING DOES. IT IS RELEVANT THROUGH ITS UTILISATION
OF REGULARLY USED AND UNDERSTOOD MEDIUMS, AND THROUGH THE KEY MESSAGE BEING
LIKELY TO STRIKE A CHORD WITH THE TARGET AUDIENCE. FINALLY, THE ADVERTISEMENT IS
ETHICAL IN ITS ENCOURAGEMENT OF UNIQUE PERSONALITIES AND BEING TRUE TO YOURSELF,
RATHER THAN HIDING THE ELEMENTS OF YOUR CHARACTER THAT MAKE YOU WHO YOU ARE.
ONE CONSIDERATION IS THAT, WITH SO MUCH USER-GENERATED CONTENT, THERE IS ROOM
FOR UNETHICAL CONTENT TO MAKE ITS WAY ONTO THE GOOGLE+ WEBSITE, AND THIS IS
SOMETHING THAT WILL REQUIRE CAREFUL MONITORING.

26. CONCLUSION.
OUR AGENCY’S TRACK RECORD OF DELIVERING MEMORABLE, DIGITALLY-ORIENTED CAMPAIGNS
MAKES US THE PERFECT PARTNER FOR MEETING GOOGLE+’S GOALS. OUR CAMPAIGNS
HAVE PROVEN HOW INTERACTIVE ADVERTISING CAN INFLUENCE TARGET AUDIENCES AND,
IMPORTANTLY, UNDERLINE A COMPANY’S REPUTATION AS AN INNOVATOR. THIS ABILITY,
COUPLED WITH GOOGLE’S WELL-DOCUMENTED MISSION TO INNOVATE, ARE THE PLATFORM
FROM WHICH WE WILL HELP GOOGLE+ BECOME AN ATTRACTIVE NETWORK FOR OUR ALREADY
LARGE AND CAPTIVE POOL OF POTENTIAL USERS.