Google

Skills To Go

INTEGRATED

CREDITS 
• Campaign name & concept 
• Creative direction 
• Scripts and copywriting 
• On-set talent interviews for content series

The campaign becomes the course

Brief

An estimated 10 million people in the UK lack digital skills, costing the UK economy close to £63 billion annually. Google wanted to increase uptake for its free career and business training to help.

Idea

Remove any barrier to digital skills by turning the campaign itself into the training.

Insight

In national focus groups, lack of time was the most frequent reason people gave for not learning new career and business skills, even when the courses are free.

WATCH TO LEARN
We created an integrated campaign that turned ad media into a learning platform. Each ad delivered bitesize digital skills training in creative led by self-made talent, including football legend Ian Wright.

CREATIVE MADE FOR THE MOMENT
We created work and business skills scenarios that mirrored the times and places people would be watching. Morning commutes and lunch breaks for workers. After-hours for small business owners.

CREATIVE MADE FOR THE MOMENT
We created work and business skills scenarios that mirrored the times and places people would be watching. Morning commutes and lunch breaks for workers. After-hours for small business owners. Like the spot opposite, ‘Night Owls’.

TRAINING VIDEOS. BUT FUN.
To support the main ATL campaign, entrepreneurs Patrica Bright, Stephen Bartlett and Holly Tucker shared quick-fire career and business wisdom in our In The Time It Takes training series.

OUT OF HOME AND IN THE MOMENT
Context-aware DOOH creatives reflected their location and the time of day. Dynamic placements in national rail stations used the Network Rail API to sync headlines to commuter destinations to grab the attention of commuters.