Lost in the Countryside (Google Pixel 4)
Brief Debrief
As part of the global launch of new Google Pixel 4, we were briefed with creating smart, locally relevant story launch the new, improved Google Assistant in the UK market. Our task: Re-invigorate consideration for the Google Pixel 4 and show that the new Pixel is worth switching to.
Strategy
The most helpful assistant
We started with a simple insight: Celebrities’ personal assistants are like their right arm. Could a celebrity survive life if we replaced their human assistant with the New Google Assistant?
The Plan
Dramatise what the New Google Assistant can do via highly shareable social content featuring Pixel’s most famous users.
The Idea
NGA saves the day
Get our celebrities to complete an unexpected series of challenges using only the new Google Pixel Assistant to help.
The Story
Lost in the Countryside
The ultimate ‘duck-out-of-water’ story. Let’s take two city boy celebrities and drop them in the middle of the countryside with nothing but the Pixel NGA to get home?
The Talent
Jack x Michael
Our final task was talent - finding the celebrities that can really connect our stories to a UK audience. We chose Jack Whitehall (renowned Daddy’s boy) and Michael Dapaah (South-London born and bred).
Then we lost them in the countryside…
Michael Dapaah
Jack Whitehall
Results
Sequenced Social (Fb, Ig, Twitter)
- ~18M
- Reach
- +2.70%
- Awareness
- +1.50%
- Consideration
- +1.20%
- Purchase Intent
Sequenced YouTube unskippable ads
- 8.33%
- Engagement rate
- 4.67%
- Ad recall rate
Feedback
If all ads were like this i wouldn't need ad blocker
Ray, YouTube commenter
First ad i’ve watched to the end in a while
Nedd, Instagram commenter
You should make all ads this good Google
Lju, YouTube commenter
I really need to switch to a pixel
Rebecca, Instagram commenter
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Lost in the Countryside (Google Pixel 4)
As part of the global launch of new Google Pixel 4, we were briefed with creating smart, locally relevant stories to launch the new, improved Google Assistant in the UK market.
