Google Cloud – Disrupting a CTO’s Purchase Journey

Google Cloud logo

QUESTIONS ABOUT THE CLOUD? THEN ASK THE CLOUD

THE CHALLENGE

In cloud services, Google is in the unfamiliar territory of being a challenger brand. Business prospects don’t trust Google to be enterprise-ready as they are seen as a consumer brand, and are not known for their customer service.

How could we convert the ultimate B2C device, Google Home, into a B2B sales tool to create the world’s first cloud service that can literally sell itself?

Google Cloud Initial Teaser

THE SOLUTION

Overcome the perceived risk of choosing Google Cloud by bringing the power of Google innovation to the enterprise and tapping into CTO’s passion for innovation.

By hacking Google Homes and using search data about the cloud, we pre-programmed the device to answer even the most obscure questions and created a limited edition Google Cloud-enabled Google Home.

To spread the word, we sent personalised to 3,500 CTO’s across the globe and invited them to ask away. The dumber the question, the better!

google cloud 2

WHY REMARKABLE?

Designed to engage hard to reach CTOs and 
get them talking about their Cloud requirements, we achieved:

  • An average interaction of 8 minutes (a more than double benchmarked response rate)
  • A direct response rate of 16% (the expected response rate was 5%)

 

AWARDS

Clio Award

Google Cloud – Disrupting a CTO’s Purchase Journey has been awarded a 2018 Bronze Clio.

The Clio Awards are esteemed international awards for creative businesses. They recognise work that pushes the boundaries and establishes new precedent.

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