Google sends Peach PRC to her first bush doof - AdNews
Google Australia has collaborated with creative agency 72andSunny to introduce and showcase the new features of the Google app for iOS through a TikTok content series. The series revolves around PeachPRC, a renowned Australian musician who dominated as the #1 Australian TikTok Music Act of the Year in 2023, as she immerses herself in the cultural intricacies of her inaugural Bush doof experience with the assistance of the Google app.
The primary objective of the campaign is to highlight Google Gemini AI, Google Lens, and Google Hum to Search. This hyper-local six-part social video series delves into the vibrant doofing culture, which is immensely popular among Australian Gen Z audiences. Viewers are taken on Peach's doof journey, witnessing her adventures in designing a doof stick, deciphering doof trolleys, and identifying songs with just a hum, all made possible through the innovative Google Gemini technology.
Fans' Response
Referred to as 'The crossover I couldn't have imagined in my wildest dreams' by enthusiasts, this initiative has proven to be a social triumph for Google. It has gained significant traction among Peach PRC's audience and beyond, with international fans actively participating in the series and creating their own social content to contribute to the ongoing dialogue.
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Agency Insights
Shadi Sarreshtehdarzadeh, the strategy lead at 72andSunny, emphasized the agency's aim to effectively engage with a younger demographic. Recognizing the skepticism and resistance often displayed by Gen Z audiences, the agency strategically embraced their culture through an intriguing IYKYK (If You Know, You Know) approach. By selecting a creator who resonates with this audience, the campaign provided a relatable and authentic incentive for utilizing the new Google search features.
Leah Ferris, Google's head of consumer marketing for YouTube, apps, and platforms, stressed the importance of creating content that resonates with young Australians within conversations they are already part of, on platforms they frequently engage with. The collaboration with local artists like Peach PRC serves to showcase the practical benefits of the Google App on iPhone within the context of a significant local tradition.
This campaign follows 72andSunny's recent project for Google Pixel, featuring former AFL star Nic Naitanui.
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We respectfully acknowledge the Traditional Custodians of country throughout Australia, their enduring connections to land, sea, and community. We pay homage to Elders past and present and extend our reverence to all Aboriginal and Torres Strait Islander peoples.
