Google has famously favored experiential to illuminate its marketing and communications goals and Google Cloud was no different. Over the years, Google Cloud had been running a developer conference that had grown exponentially, and in 2017, it had begun outreach to executives, marketers and C-suite directors. This set the stage for 2018 to be the year to make its strongest brand statement yet, and a typical tech conference wasn't going to get there. During our input meetings, the Google Cloud team stressed wanting to move beyond the typical tech tropes of massive LED screens and a sea of repeater screens across the audience. Philip McDougall challenged all the creative teams that our aim was to build something that made sense only for Google Cloud. Not Google. Google Cloud specifically. This perfectly finely tuned focus would prove crucial in aligning my research.
In 2018 the event would feature more than 100 new product announcements, ranging from Artificial Intelligence and Machine Learning algorithms to security features and CRM optimizations. The trick was to frame this broad spectrum of messaging, products, ideas, concepts, positioning, and tutorials with a single cohesive gesture that would support the overall story: Whatever you want to do, Google Cloud is here to help you.