Google Pixel
Context is Everything
Introducing Google’s new device as a premium alternative to the big two (Apple and Samsung) was no easy task. Given the competitor market domination, we had to approach this from a deeper consumer mindset.
Significant consumer and vertical research led to the understanding that consumers aren’t excited about features, but rather the experiences and moments those features enable. That grounded our strategic approach; by highlighting the best experiences and the uniqueness of Pixel’s features/services, we can create an identity completely Google.
Bringing the strategy to life meant mapping the hero features (camera, battery, and storage) against relevant moments of opportunity (everyday moments, culturally significant moments, and content) for each viewer contextually (location, time of day, weather, and publisher), on a near global scale—these content variables are highlighted in blue below.
Variation details:
(left) NYTimes/Travel section, Saturday morning of a long holiday holiday weekend, LA, Sunny and warm 3-day forecast.
(middle) NYTimes/Travel section, Saturday afternoon, Miami FL, Partly-cloudy forecast.
(right) NYTimes/Style section, Weekday afternoon, NYC, Sunny forecast
With what, when, and where identified, I led the concepting and delivering of a clean and flexible design system that showcased the physical beauty of the device, demonstrated the particular feature and intelligently connected each ad expression with its media placement.
And lastly, the development of a single robust feed-based HTML5 dynamic framework enabled the delivery of countless unique ad variations (copy, UI, and supporting visuals) across seven markets (US West Coast, US East Coast, French Canadian, UK, Germany, India, and Australia).
Over three years and four product launches, our award-winning design, content, and media evolutions delivered billions of relevant ad impressions resulting in record lifts in aided awareness, feature awareness, and purchase intent.