BRUTALLY SIMPLE THINKING
Simple Universally Recognisable Truth: The better you know someone, the easier it is to help them.
Brand Truth: Google uses what it knows about people to make Google products and the web more useful.
Proposition: I'ts good to know what information Google know about me.
Consumer attitudinal metrics increased significantly across all categories measured.
42% agreed with the statement “Having seen the ad I trust Google more” and agreement with the statement “Google is open and transparent” increased from 26% to 41%.
Positive response from politicians, privacy groups and the press:
“I think the Google campaign is the best example of public education I’ve seen in a long time” – Ed Vaizey, UK Minister for Culture, Media and Sport
“Google has established itself as the one provider of advice on Internet privacy and security…both Apple and Facebook have been wanting in this area, but Google have set themselves apart from the pack” – Big Brother Watch.