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Google Fiber
Google Fiber in Kansas City: 100 times the possibilities

RAN IN: United States

CLIENT
Google, Inc.

Azhar Hashem - Head, Mktg.
Salone Kapur - Marketer
Shige Kitani - Sr. Product Mktg. Manager
Allan Ng - Sr. Product Mktg. Manager
Marie Shin - Marketer
Mark Sabec - Marketer

AGENCY
Venables Bell & Partners *Lead Agency

Paul Venables - Founder, Executive Creative Director
Lucy Farey-Jones - Partner, Executive Strategy Director
Will McGinness - Executive Creative Director
Richard Cordiner - Group Strategy Director


Essence


Omincom Media Group


Enso


Wolff Olins


SUMMARY

Google launched a fiber optic network that could reach every home in Kansas City. It was called Google Fiber, and it would be one hundred times faster than regular internet speeds. But how do you educate, create awareness, and convert people to something they may not even need or want? The solution was to create a social movement that showed what could happen with 100 times faster internet. The result? 89% of Kansas City s neighborhoods qualified, with 1 in 5 households signing up, all within 6 weeks.

CASE VIDEO


Hero Medium: Consumer Involvement

Medium Featured On Video: Retail Experience,Direct,TV

Audience: Early Majority, Late Majority, Laggards

Objectives: Brand launch

Type: Business-to-Consumer

Classification: Local

Language: English