Google is launching its first major UK above-the-line advertising campaign, using the line "Gone Google".The ads, created by Google's inhouse creative hub in New York, will break this morning across London locations and in newspapers and magazines and will run for a month.
Google's campaign, which will also run in markets including the US, France and Australia, supports its range of Google Apps products for businesses, such as Gmail and Google Docs, and will make use of digital displays at London stations including Paddington, Liverpool Street and Victoria while also running as a large projection on the Thames Valley University building at the intersection of the M4 and M5.The campaign line refers to business users switching to Google's range of products and creative executions on digital screens will be updated daily to carry new copy.
Press activity includes ads in The Economist, The Daily Telegraph and trade titles targeting IT decision makers.
Digital planning and buying is through Essence.
Dave Armstrong, the head of marketing for Google Enterprise, said: "The idea is to have a breadth of media working seamlessly to deliver the sense of benefit for businesses in moving to a new model."
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