Cannes Lions

ANDROID OPERATING SYSTEM

BRANDFUEL, London / GOOGLE / 2011

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Overview

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Credits

Overview

Description

• Demonstrate the "momentum" already established for the Android platform.• To “wow” participants with an exciting Android-branded exhibition space that stands out through not being "corporate".• To demonstrate the Android momentum (fast growing number and "choice" of devices and apps).• To showcase the latest innovations on the Android platform.• To reinforce aesthetically the “openness” of the Android platform.• To demonstrate how partners in the ecosystem work together - including interplay between exhibitors.• To wow and excite the mobile audience, and make the Android booth the space to be and the place to be seen.

Execution

An immersion into the Android world:9 Human sized 3D Android characters were themed to represent market sector applications (e.g gaming entertainment, multi media), around which the 54 developers demonstrated their apps.A partner outreach programme (Android Walk) distributed 86 different collectable and promotional Android pin badges for display on the 40 partner booths around the MWC exhibition.A "Sushi" conveyor belt displayed the breadth and choice of handsets, 115, using the platform.A Smoothie Bar delivered 22,000 smoothies themed to Android software releases.A slide on the stand provided momentum and a personal photograph for visitors.

Outcome

We had aimed for 25,000 stand visitors, 50% of the total expected delegates to MWC. We achieved over 25,500 over the 4 days.22,000 smoothies served.56,000 Internet mentions (largest mentions of any brand @ MWC).20,400 "Android booth" mentions (larger than all other brands!).Android was 27% of the TOTAL online conversations during MWC.Significant media coverage, national dailies, BBC News TV.125,000 pin badge giveaway became a collecting frenzy across the whole show.An ecstatic client! The Android stand was the talk of the show, a ground breaking example of doing something to break the corporate mould.

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