Google sends Peach PRC to her first ever bush doof in new campaign via 72andSunny

Google Australia, creative agency 72andSunny and Australian musician Peach PRC have teamed up to take on an Aussie bush doof in a TikTok content series, as a way to launch and demonstrate the new Google app features for iOS.

 

In the series we follow PeachPRC, who was the #1 Australian TikTok Music Act of the Year in 2023, as she navigates the cultural nuances of her first Bush doof with the help of the Google app.

The TikTok campaign aims to promote Google’s range of new features such as Google Gemini AI, Google Lens and Google Hum to Search. The hyper-local 6 part social video series tapped into doofing culture, popular with Aussie Gen Z audiences. Fans followed Peach on every step of her doof journey, from designing a doof stick, to translating doof trolleys, to finding a song with just a hum, thanks to the help of clever new Google Gemini technology.

This unexpected pairing, or as fans have coined it: ‘The crossover I couldn’t have imagined in my wildest dreams’, has been a social success story for Google, building momentum with Peach PRC’s audience and beyond. Not only have fans internationally been positively engaging with the series, but they’ve also been generating their own social content to add to the conversation around Peach PRC’s Google bush doof story.

Says Shadi Sarreshtehdarzadeh, strategy lead at 72andSunny: ‘To resonate with Gen Z, a typically cynical and anti-ad audience, we had to play into their culture with a surprising IYKYK set up and find a creator that speaks to them, giving them a relatable and authentic reason to use the new Google search features.”

Says Leah Ferris, head of consumer marketing – YouTube, Apps and Platforms, Google Australia: “Right from the start, it was important that the content produced met young Australians in conversations they were already having, on platforms they were already on. With this content series, we’re proud to continue partnering with local artists, like Peach PRC, to demonstrate the everyday helpfulness of the Google App on iPhone amongst the backdrop of a hyper local rite of passage.”

The campaign follows 72andSunny’s recent campaign for Google Pixel featuring former AFL star, Nic Naitanui.