Google Cloud
Only 1% of organizations are putting their data to work. Rather than blabbing about blockchains, AI, and machine learning, we created a campaign platform that reminded people what data analytics is really all about: asking questions.
Google partnered with the NCAA during the Final Four Men’s Basketball tournament. It was the perfect opportunity to bring the platform to life. We overtook the tournament airwaves with :30, :15, and 06 spots. Our team even ran LIVE predictive spots during the Final Four games that were seen by 47 million viewers.
To execute the campaign, it required me to spend eight weeks in Los Angeles to work alongside a team that included daily collaboration with Google's in-house creatives, our agency creative teams, many content producers and editors, as well as the design production company.
In the end, we created more than 350 pieces of unique creative content that brought the brand campaign to life.
Anthem Commercials
Our anthem spots started the campaign by asking unique questions the NCAA could uncover by using Google Cloud. The spots took over the March Madness airwaves and ran 144 times in the two week period.
LIVE Predictive Commercials
A portion of Eleven's creative team was in charge of creating "Live" predictive commercials based off the NCAA championship games first half data. During halftime of the semifinal and final games, commercials were generated on site in San Antonio in under ten minutes and aired at the beginning of the third quarter.
:06 Videos
We also created a bank of fifteen :06 videos featuring fun facts from the NCAA's 50 years of data that ran on our Google Cloud hub.