If you’ve been out and about in Sydney or Melbourne over the past couple of weeks, there’s a good chance you may have bumped into one of these guys…
PHD and Google approached us earlier in the year, on the lookout for opportunities to market the new Google Pixel handset.
In order to achieve cut-through at the top end of the exceptionally competitive smartphone market, we devised a strategy and premium execution that would mirror Google’s path from digital brand to something tangible.
The high-impact execution we delivered brought Google Pixel into direct alignment with two of our premium products: Time Out Sydney and Melbourne magazines. Our solution was a thematically integrated cover wrap, which graced the cover of over 58,000 copies of our bumper summer issues.
Working closely with Google’s creative team to ensure aesthetic integration between the front cover of the magazine and the wrap, we collaborated to create a concept that would work both as a cover, and a marketing device.
We’re now in the final stages of placing the wrapped copies of our bumper summer issue straight into the hands of Google’s desired young and tech-savvy demographic, around inner-Sydney and Melbourne. To encourage our readers to experience their best summer ever, we have created a sampling campaign around the issue, that allowed readers in hyperlocalised targeted areas to collect a copy of the magazine free of charge. These targeted on-the-street handouts have been accompanied by a sampling campaign at events and venues that speak specifically to the Google audience, like Open Air Cinema, the Big Design Market and next month, Sydney Festival.
In support of the high-impact print execution, Google also ran a two-day takeover of our Sydney and MelbourneInstagram accounts, with all posts shot exclusively on the Pixel. This allowed Time Out’s creative team to highlight the market-leading technical capabilities of the phone.
From concept, to collaborative design, to permit acquisition and distribution rights, this premium execution was tailored to maximise impact for our client, right down to the scripted handout delivery.