Google launched Chromecast in Korea, targeting a young product category and ultimately driving sales of the product. They wanted to create desire amongst the “active content seekers” who are early adopters, tech savvy employed males (20-39). Google were looking to use innovative creative formats or use digital formats differently as well as using mobile first executions especially in Korea.
The key challenges were;
Desktop to mobile engagement creates a link using websockets between two devices and replicates the experience that Chromecast supplies to the user. The initial engagement from the user will be clicking a ‘Try now’ button on the desktop banner. This is followed by a QR code for them to scan, initialising the mobile element.
The user would be able to engage with the video on the desktop banner through the controls available on their mobile interface.