ANNUAL REPORT » MARKETING SERVICES » 72ANDSUNNY

Problem

As AI-powered features reshape how people search, Google needed to demonstrate that its latest Search innovations were practical tools embedded in everyday life. In a competitive market like Australia, where product familiarity is high, the challenge was to reframe Google Search as an active enabler of human connection—showing how tools like Google Lens, AI Overviews, and Circle to Search translate curiosity into meaningful engagement with the people and passions that matter most.

Solution

72andSunny Australia launched the “Just Ask Google” integrated campaign across TV, online video, and sponsorship of Australian reality television series, The Block. The hero film follows a parent using Google Lens, AI Overviews, and Circle to Search to understand the fandom and cultural context surrounding K-pop group LE SSERAFIM, turning generational distance into shared interest. A second film features past Block winners renovating their grandfather’s home, embedding Search tools into real renovation decision-making moments. The campaigns positioned Search as a simple behavioral prompt: ask better questions to better understand the people around you.

Outcome

The campaign rolled out nationally across Australia, marking the first year of Google’s partnership with The Block and extending across broadcast, digital video, and branded integrations. It reinforced adoption and awareness of Google’s AI-powered Search features, embedding product demonstrations within culturally relevant contexts and broadening perception of Search as an everyday, connection-driven tool.