Cannes Lions

DROID CELLPHONE

McGARRYBOWEN, New York / VERIZON / 2010

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Overview

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Credits

Overview

Description

In the world of smart phones, there was really only the Apple iPhone and 'other' phones. Countless contenders were dubbed 'The iPhone Killer', but none proved to be more than just another phone. Until the launch of Droid. The message of the campaign was simple: Droid Does. It does more than any other smart phone. It does things iPhone can't. The campaign didn't look like iPhone's campaign. It didn't look like any other smart phone campaign. It didn't act like any other consumer campaign. From the writing and art direction to the campaign architecture, nothing about 'Droid Does' had been done before; an unbranded teaser, an unbranded launch spot, even integrating aspects of the campaign into the phone itself. Everything about the campaign was revolutionary. It created a clear alternative in the category where there was none. The campaign set up Droid to be the heir apparent to the throne.

Execution

The Droid campaign was unique, in its creative execution as well as in its media execution. From traditional media to integrating aspects of the campaign into the phone to naming the product itself, it all originated from the agency. Every aspect of the campaign surrounded the 'Droid' personality. For 2 weeks before launch, an unbranded teaser parodying iPhone spots positioned the product in the market. Immediately, tech blogs and websites began writing what this could possibly be for. Next, an unbranded epic pre-launch spot gave a brief glimpse of the product ending with a mysterious countdown to the launch date. Then, the full unveiling the campaign; a series of brand and demonstration spots broke, the "Droid Does" website went live. Radio, online, in-store, underground concert events, traditional media, pop up stores, cinema spots, even OOH outside the Apple store in SF, all exploded once Droid hit the stores.

Outcome

The Droid campaign broke on November 4, 2009. By November 5th, Verizon was already seeing the needles move. Lines outside of stores in major cities formed the night before the launch. The blogs that had already hyped the launch, were now flooded with comments from proud owners.250,000 units sold in just Droid’s first week. By January 17, 2010, Droid sales surpassed the million unit mark faster than the original iPhone launch, and Google’s Nexus One failed to sell even 200,000, in that same 74 day period. Droid’s fan base was remarkable; Droid was named Engadget.com’s and TIME Magazine’s Gadget of the Year, the website had over 80 million hits 3 months into the launch, 2 of the commercials were Adweek’s Best Spots. But Droid’s biggest achievement? Helping us win the rest of the Verizon wireless account based on the success of the Droid brand the campaign created.

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