Google have enlisted Kath & Kim fan-favourite Sharon Strzelecki (played by comedian and actress Magda Szubanski) to showcase its new range of AI-powered tools in its latest campaign by creative agency, Emotive.
In the campaign, Strzelecki uses the ad tools to attract customers to her Bowled & Beautiful hairdressing business, demonstrating how simple it is for businesses to set up and use. So easy, it seems, even an accident prone indoor leg-spinner and small business owner from Fountain Lakes can do it.
“Shaz is a very special character and I wanted to ensure that her evolution into a business owner was true to her spirit as an everyday Aussie who is giving it her best crack,” said Szubanski.
“Working with Emotive and Google across long form content ensured that we could tell an authentic story. The fact that Shaz is helping her fellow entre-prenuers… well I think that’s exactly the type of person she is!”
The campaign features a mini mockumentary film, alongside 60-second, 30-second, and 15-second ads, complemented by an in-depth ‘how-to’ video where Strzelecki guides users through setting up Google Ads, featuring a cameo from former Australian cricket legend, Adam Gilchrist.
Strzelecki also makes an appearance on David Koch’s Kochie’s Business Builders program on Seven, and has launched her own Bowled & Beautiful website.
The work comes at a time when challenging economic conditions have made doing business and acquiring new customers more difficult for many companies. Research from Google and Kantar found that almost two-thirds (61 percent) of Australian small and medium (SMB) businesses identified the latter as their number one challenge.
“We know that SMB owners are among the most time-poor people on the planet, and in today’s economic climate they also need their marketing to deliver more with less,” said Google Australia’s director of ads marketing, Mark Wheeler.
“That’s why we’re so excited about the integration of Google AI into our Ads solutions – it’s delivering better performance and making it easier to manage. At Google we’re committed to putting this powerful technology in the hands of all Australian businesses, regardless of their size or budget.”
The campaign follows Emotive’s recent work for The HOKA FlyLab, showcased on Sydney’s Pitt Street over five days, marking the agency’s second activation for the sportswear brand in Australia.
See also: Emotive activates The HOKA FlyLab for Global Running Day
CREDITS
Client: Google Australia: Mark Wheeler, Duncan McGrath, Martin Dowling, Dana Markovic
Emotive Creative and Production: Ben Keep, Ben Sampson, Hayley Ritz-Pelling, Jess Ameduri, Michael Dawson, Michael Hogg, Monika Vidovic, Rebecca Love-Williams, Rory Pearson, Sam Gadsden, Simon Joyce, Sophia Delimihalis, Tyler Ronaldson, Zane Pearson
Research and Insights: Pollinate & Kanta
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Top Image: Magda Szubanski (as Sharon Strzelecki)