Googlies on Google: A curiosity-driven game for search

Ogilvy’s latest campaign for Google Search—Googlies on Google—is designed to transform how people experience online searches by tapping into the power of curiosity. Inspired by the thrill of discovery, it invites users to dive into intriguing questions that spark their desire to learn more and uncover surprising insights, from the lens of interactivity.

Over six weeks, users will encounter 50 Googlies—quirky questions that seem to have obvious answers, but hold surprising truths when searched for.

The magic of Googlies lies in the familiar feeling of curiosity. You hear a “Did you know?” fact, and suddenly, you’re hooked, eager to search for the answer. The campaign takes this natural instinct and gamifies the search experience, making it not just informative but playful and interactive.

These Googlies will pop up everywhere—in your social media feed, on TV screens, outdoor hoardings, newspapers, grocery aisles, and even on product packaging—turning everyday moments into delightful opportunities for discovery. With each question, Google transforms the mundane into moments of joy and learning, keeping users engaged through curiosity.

This campaign focuses on enhancing the search experience, blending curiosity with interactivity. Googlies on Google opens up a world of knowledge, one surprise at a time. Whether you're at home, on the go, or simply browsing, Googlies on Google is set to turn your search experience into a playful adventure.

Sukesh Nayak, chief creative officer of Ogilvy India said, “As creators, our goal with Googlies on Google was to transform the simple act of searching into something more; an interactive experience driven by curiosity, engagement, and delight. By crafting playful and thought-provoking moments, we’ve turned everyday searches into opportunities for discovery and surprise. It’s not just about finding answers, but about sparking the joy of learning in unexpected ways. With Googlies on Google, we aim to elevate the product experience by turning curiosity into engaging moments of discovery.”

Campaign’s take:

In an age where ‘Just Google it’ is practically a reflex, Ogilvy India’s latest campaign for Google Search—Googlies on Google—sets out to reignite the spark of curiosity that fuels online queries. This playful campaign cleverly gamifies the act of searching, introducing quirky questions, or ‘Googlies’, which transform everyday searches into delightful moments of discovery.

Seemingly drawing inspiration from the company’s past success with Google Doodles, which added an informative and fun twist to the search homepage, Googlies takes it a step further. Over six weeks, users will be greeted with 50 seemingly simple questions that pack a surprising punch when you search for the answers. The aim? To keep users engaged, entertained, and, most importantly, curious.

Ogilvy’s campaign taps into the joy of learning by turning mundane moments—whether on social media, packaging, or TV—into intriguing opportunities for discovery. This gamification element adds a fresh layer of stickiness to the platform, especially when they find leading questions in innocuous places, be it the overhead handles of buses, packaging of fruits in a supermarket or even the paper cover at a streetside chaat (snack) vendor.

Whether it’s to answer a Googly or simply to explore, Googlies on Google could elevate search from a task to a playful, curiosity-driven adventure. Google might just have found a way to make curiosity the new currency of engagement.

Credit

Agency: Ogilvy Mumbai  

Chief creative officers India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak 

Executive chairperson: Hephzibah Pathak 

CEO: VR Rajesh 

President and head of Mumbai and Kolkata office: Hirol Gandhi 

Chief strategy officer: Prem Narayan 

Deputy chief strategy officer: Ganapathy Balagopalan 

Creative team: Karunasagar Sridharan, Nishigandh Dhende, Jugal Joseph

Account management team: Priyanka Rishi, Debaleena Ghosh, Mrunal Mehta, Arvind Vissapragada, Akhila Kalesh 

Brand strategy team: Abir Banerjee, Aditya Arora, Manali Vora 

Director: Harshik Suraiya 

Production house: Vanilla Films