Ask the Google App

Google was trying to make voice search a natural, everyday behavior. Not something you sit down to do, but something you use in the moment. While walking through a city. Seeing something unfamiliar. Wondering about something and asking right away.

The challenge wasn’t access. It was getting people to actually ask.

Featured in Fast Co's Most Innovative Companies. #1 in Adweek's Brilliant Outdoor Ads.

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Yellow New York taxi with a rooftop billboard reading 'Ok Google, how many taxis are there in New York? Ask the Google app'
Nighttime vineyard at harvest with glowing 'Ok Google' questions overlaid across the field
Pastel out-of-home ad reading 'Ok Google, how many megapixels can the human eye see?'

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OOH

CAN A QUESTION GET YOU TO ASK MORE QUESTIONS?

There are so many fascinating stories hidden in our everyday life, and all you need to uncover them is to ask the right question. With the new Google App, you can ask any question on the go using Voice Search. In order to spark people’s curiosity and get them asking Google questions of their own, we posed contextually-relevant questions in all kinds of places.

An 'Ok Google' question displayed on a small plaque outside a dark, moody storefront
An 'Ok Google' question in the window of an ornate theater storefront, framed by a bullseye target graphic
An 'Ok Google' question on a red starburst badge at a busy nighttime street scene
An 'Ok Google' plaque mounted above a vintage 'Bath & Co' wooden storefront sign
An 'Ok Google' question on a sign post at an outdoor farmers market
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An 'Ok Google' question on a white sign in a neon-lit arcade
'Ok Google, how many seats are in Madison Square Garden' printed on a white pillar
'Ok Google, why is sea water salty?' on yellow caution tape at a subway stairwell
'Ok Google, who is the fastest drummer in the world?' printed on a bass drum head
An 'Ok Google' question printed on a green beer keg in a bar
'Ok Google, what is conceptual art?' on an easel sign beside a food truck
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'Ok Google, how much popcorn do Americans consume in a year?' with a playful illustration of a person in a bowl of popcorn
SOCIAL

questions from culture

While in OOH we spent a lot of time figuring out the right place for a question, on social we wanted to pose questions at the right moment.We used our social media platforms to create queries that were related to current cultural events or topical subjects.

'Ok Google, what was the first food eaten by astronauts in space?' with an illustration of an astronaut grilling in space
'Ok Google, how large was the first computer?' with a red illustration of a giant computer
'Ok Google, why do we put candles on birthday cakes?' over a photo of a candlelit birthday cake
'Ok Google, who took the first selfie?' over the famous grinning monkey selfie photo
An 'Ok Google' question about ear worms with a yellow illustration of a worm wearing headphones
'Ok Google, why do pirates wear eye patches?' with an illustration of a pirate
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see more

Man in black hoodie and bandana relaxing across orange theater seats in a cinematic portrait shot
Man in black hoodie and bandana relaxing across orange theater seats in a cinematic portrait shot
The Come Up
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Campaign Platform
Cultural relevance
Social
Four women holding yellow Zoe Bodega branded posters with 'Big Food Doesn't Want You To Read This' messaging in front of a pop-up bodega's product shelves
Four women holding yellow Zoe Bodega branded posters with 'Big Food Doesn't Want You To Read This' messaging in front of a pop-up bodega's product shelves
Unwrap the Truth
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Campaign Platform
Experiential
Market entry
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