Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.

GOOGLE ALLO


Google is Allo is a messaging app that has some unique features. It’s optimized for groups and allows you to be more expressive than a typical app. It features super-cool and unique stickers, doodles, and sizable emojis and text. It also incorporates Google Assistant- to suggest restaurants nearby, movies to check out, videos to share, get directions, and look up answers together with your friends.

Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.

LMAO, A NEW MESSAGING APP?


There are lots of messaging apps out there. It’s a crowded space, and our primary audience (18-21 year olds) are super-loyal to their current messaging apps- Apple Messages, whatsapp, Facebook Messenger & Instagram DM, Snapchat, etc.. The challenge is to generate trial and ultimately develop loyalty. Could we find a time and place to connect with our audience when they might be receptive to change?

Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.

A TIME OF CHANGE.


Freshman year of college (oh what a time!). This is such a major transition year, and a time when kids are actively looking to evolve and change. What better time to connect with them? So that’s what we did, and did BIG. We developed a (majorly) extensive campus marketing effort on Big 10 campuses to introduce Allo.

Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.

AUTHENTIC. AKA NOT LAME.


We developed a voice and brand identity that made it clear that Allo is from Google, but avoided typical marketing-speak. The visual brand we created around the identity celebrated the expressiveness of the app itself. And to drive trial we provided actual value in return. Free food, entertainment at football and basketball games- like jumbotron quizzes powered by Google assistant. All of this surrounded by posters, digital and social marketing that worked at a brand and product level. And did we say free food?

Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.
Google Allo Branding, Design and Campus Marketing. Made with Aloha by Teak in San Francisco.

“Seven years of college, down the drain.”

John Belushi