This video is such a great example of the marketing ‘high ground’ that all brands should aspire to.
Facts and figures are good. Feelings are better.
This marketing promo by Google has everything going for it. It’s beautifully filmed and it’s an inspiring and powerful bit of storytelling that contains a subtle but important underlying message – that the human spirit transcends artificial political and cultural barriers.
In 1947, Britain partitioned India into two independent and sovereign countries – India and Pakistan. Between 10 and 20 million people were uprooted to be on the ‘right’ side of the new border and at least a million people died in the process. Since then, tension and conflict between the two countries has been constant.
Enter Google with their mission to make all of the world’s information available to everyone.
If you’re going to position your company – being an agent of empowerment and positive change is a really good place to hang your hat.
Sure, Google has a huge leg up on just about every other company on the planet. It has a virtually unlimited promotional budget that affords the opportunity to hire the world’s smartest marketers AND a product that, by it’s very nature, lends itself to almost any narrative you can imagine, but those advantages are still no guarantee of success.
In just over three minutes Google delivers a powerful promotional piece that tells the story of two men divided by the partition and how their grandchildren use Google to help reunite them.
The editing of this video is first class, the cinematography simply stunning and the story itself packs a powerful emotional punch as the two men reunite in the last few frames of the video.
Google wraps their product so seamlessly into the video that it never occurs to you that the search scenes are anything other than… someone searching for information.
This is one of those videos that straddles the Marketing Promotion / Branded Entertainment lines because the product placement is done so well.
At 13 million views and counting, and a great deal of media attention, Google hit a home run with this marketing promotion.
This video is a brilliant example of great corporate storytelling. If Google continues to develop promotional marketing tools at this level they will succeed in achieving both their altruistic goals and their business objectives.