Google: Project Pegasus
On the same page
With the introduction of GDPR regulations in Europe,
we’ve been looking for new ways to create relevant ad experience for our audiences.
The problem? Contextual display at scale just hasn’t been possible. Until now.
Essence and Google teamed up with the Guardian to bring to life
the first ever truly contextually relevant, Google Cloud AI-driven ads.
We called it: Project Pegasus
Concept & copy
Google Home Mini was the perfect candidate
for this bite-sized, radically useful,
test of technology.
Templated, dynamic copy framed use cases for Google home in a variety of content categories: restaurants, recipes, films, travel, sport, art and design.
By allowing the ad to have a conversation with the page content, as opposed to shouting over it, we brought more value to both The Guardian’s journalists and contributors, as well as to the many features of Google Home Mini.
Agency: Essence EMEA
Creative Team: Andrew Veasey, Sarah Hiraki, Sandeep Ahluwalia, James Simmonds, Chris Lehane