Chrome wherever I look…
Since the beginning of December Google have been doing a huge promotional push surrounding their browser Google Chrome. The campaign leads with the message that Chrome is a faster browser and is utilising various channels such as press, digital and traditional outdoor as well as online across 12 European countries.
The push comes as the EU is to bring in new legislation which may mean that rather than having a default browser already on your PC you will have a choice over what browser you download and use, which means they will need to know more about what a browser has to offer. This is due to come into effect in the next couple of months and after it does Internet Explorer, Mozilla and Chrome will begin vying aggressively for market share.
Traditionally Google have opted for an aggressive DR approach for Google Chrome capitalising on its unique offers such as personalised themes in order to get users to download and use it. The new online campaign has taken a more branded approach utilising high impact placements across Europe’s biggest sites. This is only the beginning as Google is likely to invest more budget in pushing its offering during the first half of 2010. Expect to see much more of Chrome and what it can offer over the forthcoming months.
This is what all the fuss is about:
Simon McCarthy is a senior planner buyer at i-level
