The launch of Google's Pixel 8 & 8 Pro Phones was going to be the first which not only featured Google's AI capabilities, but a phone that finally put it on par with the likes of Apple and Samsung, their longtime rivals. And while Google may have been a challenger brand, with the power of AI, it was time to give them a run for their money.
The launch of the Google new phones, like all category phone launches is a big deal. For the Pixel 8 & 8 Pro phones and ecosystem, it would be even more so as, for the first time, not only could they hold up to the Likes of Apple & Samsung with their technical capabilities, but it would also be the first time they moved into the super premium segment with phones between $1,400 and $1,800. A big step up from their typical phones which are priced under $1,000. And, of course, connected to the Pixel ecosystem of watch and buds.
But Australia is an uber premium phone market. And for a challenger phone (a distrant #3) to get a seat at the table, it needed something different. And that's AI. The one thing that Google has true expertise in vs. its competitors.
But AI is a two sided coin with both benefits and perils constantly being played out in the press and coming from a tech behemoth like Google.
So rather than showcase the intricacies of the technology, we had to ensure Google's true role in people's lives. An enabler. As fancy as the tech might be, it's only what people do with it that make it special. And when it comes to mobile, people's new appendage, the truth is that the phones are used daily in life's little moments. So that's what we'd show.
How this incredible technology can make life's little moments a little better.
Click to see the launch film:
The campaign passed multiple waves of creative testing and was supported by film, OOH and retail launching 18 October 2023, in time for the ever-important holiday season.
Click to see the launch film:
The Pixel 8 launch follows the successful Pixel 7 launch from the year prior. Although Google doesn't share sales data publicly, according to IDC (International Data Corporation), Google had a strong quarter in 4Q22 with an increase of 80.1% YoY and accounting for the 4.1% market share. We can't wait to see how AI delivers a multiplier to the successful results to date.