Google Built-In
From smarter EV trip planning with Maps to voice-controlled Home integration, Google Built-In is doing the most for drivers – automakers just didn’t know how to put it into words on the car lot.
Together with my pals at Instrument, we built an in-depth messaging toolkit for Google’s auto partners to better communicate the value of cars with Google Built-In. The toolkit isn’t public, but here’s a snapshot of how we took Google Built-in from an afterthought to a selling point.
Messaging user testing
Working with Instrument’s amazing data science team, we found out what resonated with car buyers.
Audience insights
Based on messaging testing and other research, we broke down the audiences auto partners need to speak to.
Targeted use cases
From busy moms to professionals on the go, we delivered bespoke talking points to highlight the right benefits.
Tone of voice
Google is always helpful and human, but in the car, credibility and safety become extra important.
Sample executions
From dealer displays to social posts, we provided a suite of creative to guide automakers across touchpoints.
Key differentiators
Google apps and services are tailor-made for the in-car experience. Our strategy team unpacked what that matters.
Client
Google
Agency
Instrument
Role
Senior Writer
Writing + Strategy Team
Evan Schneider
Rae Oquirrh Dial
Deliverables
Team interviews
Messaging strategy
Messaging toolkit
Sample execution copy