GOOGLE PIXEL 2 : STORIES NOT STILLS
Work done for Google at Lowe Lintas
Challenge
Pixel 2 had to create a high-impact launch, leading with its camera and camera-based features, which had been the stronghold of the iPhone.
Strategy
Focus with what made using this camera better, not only the great pictures it could take. Communication would highlight smarter integrated features that made the Pixel 2 end-to-end camera experience superior. And instead of stills, demonstrate this through stories which would resonate with our target audience.
Key influencers, shown in avatars they had not been seen in previously, would drive this further through long-format films for social media, highlighting the end-to-end experience (see films below). The influencer content was planned keeping the feature-focused premium smartphone users in mind, who are keen to know about what’s the latest technology in their phones.
Media: Television, OOH, Social, Print
Results
110 million+ views for the two influencer films (at 3 weeks).
These films and #teampixel led the conversation for Pixel 2, significantly impacting purchase intent.