Google Fiber (Launch KC) — Katey Scanlon

Google Fiber | Let’s Do This For

How do you overcome an incumbent with 90% share in a 6 week period? Don’t focus on product specs and instead galvanize the community around a civic cause to bring not just 100x faster internet, but 100x the possibilities to what matters most.

“Google’s strategy for rolling out fiber-optic Internet in Kansas City is part Avon, part Amway, and hyperlocal marketing gold.”

FastCompany
Google Fiberhoods: Better Than Tupperware Parties
"In one city, signing up for Internet becomes a civic cause."

New York Times

Brand lead: Seema Thacker
Strategy: Sebastian Buck
Brand support, casting & Project management: Katey Scanlon
Producer: Jimmy Greenway
CD: Davi Sing & Jason Nichols
Copywriter: Forrest Boleyn
Art Director/ACD: Dalit Saad
Agency: Enso Collaborative
Director: David Gelb

Google Fiber | Let’s Do This For

How do you overcome an incumbent with 90% share in a 6 week period? Don’t focus on product specs and instead galvanize the community around a civic cause to bring not just 100x faster internet, but 100x the possibilities to what matters most.

“Google’s strategy for rolling out fiber-optic Internet in Kansas City is part Avon, part Amway, and hyperlocal marketing gold.”

"In one city, signing up for Internet becomes a civic cause."

Google AdWords

Google Fiber (Launch ATX)