Google | Allo
Google - work done at Teak in 2016
Senior Copywriter
Allo is a messaging app from Google. It comes with an intelligent assistant. And hilarious stickers. Google’s Allo team came to Teak for help creating a launch campaign included voice exploration, print and digital advertising, jumbotron videos, and multiple campus activations for their app at Big 10 college campuses.
Food truck activation
College kids, those knuckleheads (not really, they’re scary smart). Basically born with phones in their hands, they’re a media savvy group with a brand bullshit-detector more sensitive than a faulty sneakoscope. Our challenge was to create messaging that was simple and clear, yet rebellious enough to break through the clutter and make people feel good.
After an extensive exploration, I helped refine the campaign voice and messaging strategy into what it would ultimately become: fun, happy, irreverent, and self-aware. The scale of this campaign was massive, and copy I wrote appeared everywhere from table-sides at campus restaurants to jumbotrons in 80,000 seat stadiums.
For Allo’s stadium-takeovers, I concepted a trivia game that would be played on jumbotrons at 27 Big 10 football games over the season. I researched and wrote fun, university-and-game-specific trivia questions for each game that highlighted the app’s smart assistant. Ultimately these videos were seen by over a million students and sports fans in person.
We also created OOH materials for multiple campus activations:
Kevin has no memory of his life before copywriting. It has been said that he arrived on Earth in a small altoids tin, along with a receipt for sungalasses. However, based on interviews, two weeks of archival research, and machine analysis of the scars and abrasions on his elbows and knees, it can be said with a confidence interval of 95% that before his current life he was for many millenia an amoeba, a wooden spoon, and then a teacup.