In January 2012 our ‘Good to Know’ campaign for Google launched across the USA in print, online and outdoor media. The aim of the campaign is to educate users about how to stay safe and protect their privacy on the internet. The US launch follows a successful campaign in the UK and Germany, which ran at the end of 2011.
To keep the campaign simple and accessible, real world analogies were brought to life through light-hearted human illustrations and copy. For example our ‘Burglar’ execution warns about the dangers of forgetting to lock your screen. ‘Beetle’ on the other hand, explains how Google uses your recent search queries to deliver you more accurate results. All executions centre around the phrase ‘Good to Know’.
A wide range of media was chosen – from press and OOH to digital – to make sure the campaign reached all internet users. The campaign ran in titles across the US such as USA TODAY, Wall Street Journal and The Economist, as well as on subways and online.
Kate Willis, Marketing Manager at Google, commented: "Everyone wants to stay safe online, but many people don’t know all the tools and tricks that are available. The Good to Know campaign is the latest step in our ongoing effort to help users manage their privacy and security online. Using real world examples to try to make technical jargon more meaningful, we've kept it simple, useful and educational."
Moray MacLennan, Global CEO, M&C Saatchi Worldwide, added: “The campaign aims to reflect qualities that have made Google successful online – keeping things simple but still human. We share with them a belief in the power of simplicity, and in an increasingly complex world it is more in demand than ever.”
For more information on the campaign visit www.google.com/goodtoknow.