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Faster attention

How do you grab attention for Google's free digital skills training when your target audience is time-poor? A content-first, commuter-focused brand campaign that makes the most of every moment.

Time to upskill

An estimated 10 million people in the UK lack digital skills, costing the UK economy close to £63 billion annually. Google wanted to increase uptake for its free career and business training to help. The problem? Client focus groups revealed few people feel they have the spare time to upskill, even when the courses are free.

The campaign becomes a course

Redwood BBDO created Skills To Go, a campaign to promote Google career and business training using ads displayed in the daily pockets of time anyone can find to learn. Redwood BBDO creatives turned Google training content into ads that explained simple digital skills, including how to write a CV during a morning bus ride and how small-business owners can boost online sales over a late-night cuppa. A content campaign supporting the ads included Not On The High Street founder Holly Tucker delivering branding tips during a dog walk and Dragon’s Den maverick Steven Bartlett giving a social media masterclass from his barber’s chair.

Site-specific ads

With 400 assets delivered throughout the campaign, creative was created for the time of day it appeared — reaching audiences on their morning and evening commutes, lunch breaks, and after hours. The campaign ran across DOOH, Video On Demand, Spotify, social, display, and national print. Finally, a website relaunch, with content categorized by time, directed people to full-length courses and live training — connecting the campaign to Google’s full training courses.

Skills to go station Ian Wright

Skills to go Ian Wright Bus

"Redwood’s idea was brilliantly simple: make Google’s courses free to all"

Dragon’s Den maverick Steven Bartlett

Not On The High Street founder Holly Tucker