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.

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020 7440 3580 london@mediamonks.com