Background: Since it launched, Android has been open source - meaning anyone could take its OS and invent or make, whatever they wanted.

Challenge: Android needed to stand for one thing - even though it had become many different things made by many different companies.

Objectives: Create a brand platform that current Android users would embrace and potential users would see as an invitation.

Strategy: Leverage the brand’s open-source logo and the line “Be Together. Not the Same.”

Execution: The campaign began with the Androidify app which let users create their own Android character (12+ million in 5 months). These characters and the line were then incorporated into 256 executions customized for specific locations and unique media.

Outcome: 350+ million people experienced the campaign which gave Android (and its more than 1 billion users) a rallying cry that the brand had always believed, but never communicated.

The campaign began with the Androidify app which let users create their own Android character (12+ million in 5 months). These characters and the line were then incorporated into 256 executions customized for specific locations and unique media, including films, newspapers, magazines, retail, digital media and experience activations around the globe.

Campaign stats:

— In just 6 months, the campaign increased unaided awareness of the Android target youth population (ages 18 to 29) by 11%. (YouGov brand tracking study)

— 62+ million video YouTube views

— 12+ million characters created on the Androidify app (in 5 months)

— 10+ million characters shared on the Androidify app (in 5 months)

— 73.4+ million minutes have been spent in the app (that’s roughly 139 years)

— 350+million people experienced the campaign

— People have used the Androidify app in 185 countries (out of 196)