Unit 20, M1: Evaluate different cross media advertising campaigns for consistency of message (Make Google Do It)

"Make Google Do It" was a campaign run by Google in 2018 promoting the new Google Assistant. It ran across TV and online using a video advert and also across billboards and newspapers in the form of print.

Consistency of message

The key message/slogan throughout the adverts is "Make Google Do It". In the video advert, it features many clips of actors stating what they need "To Do", and then displays white text saying "Make Google Do It". These things are relatable thoughts to what most people would have on a daily basis such as "Did I leave the heating on?" etc. This message is also used in the print ads, where it states all the things the assistant can do such as "Skip It", "Play it", with the text at the end stating "Make Google Do It". So the same message is displayed across the different advertising mediums - making the consumer aware of different everyday tasks that the Google assistant can do for you.

The font is the same font used throughout all the marketing and a colour theme of Black and White is always used. In the advert the overlay text is white, but the end card has black text with a white background. The print advert has the slogan in black text on a white ground. Showing the theme running across the campaign. 

Link from the TV to print ads

The message of the advert flows between the two mediums by the use of the same slogan and the use of repetition. Both types of advert use repetition of all the things the product can do with the slogan bookending these. This repetition will help the user remember it as they hear it over and over. 

Also, the use of the white background with black text and the recognisable "Product Sans" font is always used. This font is used across all Google products not just through the advertising and the company specifically designed the font for themselves. This has now become recognisable as "The Google Font" which many people will associate the company and its products with. 

The same Colours are used throughout Google advertising. In both the TV ad and the print ads the Google Black, grey, white, red, yellow and blue colours are used. For the same reason as the font, we now recognise this combination as "Google", therefore making the products identifiable immediately to the consumer. 

Google advertising is also always "Bold". The TV advert has the slogan in huge text flashing up on the screen at multiple issues. Meaning its going to have an impact on the viewer no matter what size display they are viewing it on - it cannot be missed. The same applies to the print advert. The text takes up the majority of the ad space, making it stand out and unmissable - almost forcing people to read it without them even realising it. Pictures and other graphics almost take a back seat with the focus being on the text.