SITUATION
Google has been absent from the Chinese market for many years, and local consumers are not very familiar with the brand. Many Chinese people don't even know that Google has invested heavily in the A.I. field.
We found that the Google brand is not completely unknown in China, but has not launched a famous product in the Chinese market for years. Many consumers only remember the company with the Chinese name "谷歌", but they don't know the global well-known brand "Google", and they don't even know that the two names are actually the same company.
谷歌已在中國市場缺席多年，當地消費者對 Google 的熟悉度相當低，甚至許多人都不知道 Google 在AI市場中深耕多年。
我們發現，谷歌的品牌在中國並非沒沒無聞，但多年未有優質產品在中國市場推出，許多消費者甚至只記得 ”谷歌” 這個在地中文名，而不知道 Google 這個全球皆知的品牌。
TASK
In mid-2018, Google launched a WeChat mini-game called “Quick Draw” in China. This is the first human-computer interactive painting game in the Chinese market. The user draws an image on the screen and the AI guesses the answer instantly stroke by stroke. The localization of the game's puzzle database and Google Assistant's charming (or creepy) female voice are reasons for its success.
Our task is to assist Google to use this upcoming game to enhance the brand's AI leadership in the minds of Chinese consumers and to enhance Google's consumer identity in the field of AI in the Chinese market.
谷歌於2018年中上線一款微信的小遊戲 “猜畫小歌”。這款遊戲是中國市場中第一個人類與AI的互動猜畫遊戲，使用者畫出題目的圖像，AI 會根據他的一筆一畫，即時猜測答案。遊戲裡在地化的題庫與魔性趣味的Google 女音人聲是讓它大火的原因。
我們的任務要協助谷歌透過即將上市的小遊戲，提高品牌在消費者心中的智能地位，讓中國市場的AI領域中，Google 這個品牌的智能專業感與品牌認同度同步提升。
ACTION
Since we want to tell stories to Chinese consumers, we need to immerse them in an environment that they are most familiar with. In 2018, mobile payment in China had already surpassed other countries and was a highly mature market environment.
In other words, Chinese consumers are very familiar with the fact that they don't need to use cash to make purchases. They can simply use their mobile phones to complete all their shopping needs.
既然要面對中國市場的消費者說故事，我們就要用中國消費者最熟悉的環境來讓他們投入其中。在2018年，中國的手機行動支付已經遠超其他國家，是一個高度成熟的市場環境。
換言之，中國消費者非常熟知，消費無需使用現金，只要一支手機即可完成所有購物需求。
Therefore, we selected 15 of the most unique items from the 250 localized puzzles in "Quick Draw" , and turned them into physical products, and sold them in a Google-branded grocery store.
The purchasing process was straightforward: customers only needed to draw the puzzle and let Google AI guess the answer to take the product home.
因此我們透過 “猜畫小歌” 250道在地化題庫中，選擇了15項最具特色的題目，將它們實體商品化，並在一間 Google 創立的品牌商店中銷售。
購買的方式很簡單，只要畫出來讓 Google AI 猜出，就能夠帶走這款商品。
RESULT
Within 24 hours of its launch, the "Quick Draw" game successfully led the trending searches on Weibo, and aroused widespread participation and sharing of the game by top celebrities on Weibo.
Vloggers uploaded humorous interactive videos with Google AI assistants one after another. The brand's year-end user goal was achieved in just one night.
“猜畫小歌” 遊戲甫上線24小時，就成功攻佔微博話題，同時引發許多自媒體的傳播。
頂流的微博主和大V以及眾多網友們紛紛自發性的上傳自己與谷歌小姐的搞笑互動，只用了一個晚上，就達到品牌預定的全年使用者目標。
The offline grocery store also created a huge buzz, opening for two days and getting extensive media coverage. At the same time, the store successfully "sold" nearly a thousand items with "0" sales revenue, but won the hearts of Chinese consumers, allowing them to experience the intelligence and fun of Google.
線下商店也成功引發巨量話題，二天的開業時間，天天大排長龍，贏得許多媒體報導。同時間，該商店成功 “售出” 近千項商品，銷售額0元，但賺足了全中國消費者的眼光，讓大家體驗到谷歌的智能與趣味。
CHINESE VERSION CASE STUDY VIDEO
