PHD, New York / GOOGLE / 2020
Our challenge was to make Pixel famous amongst an increasingly influential LatinX audience, giving them reasons to cheer for Pixel in an iPhone world.
The Latin X audience was impossible to ignore. Hispanic consumers are very much a mobile-first audience and 43% are “planning a smartphone switch or upgrade in the next year” with 42% believing camera quality as a top priority consideration (iAB).
We wanted to show how Pixel could be helpful and connect with them on what mattered most - their community and an insatiable appetite for music.
To “make Pixel famous,” we celebrated the first-to-market feature, Motion Sense which allows a user to control the phone with a wave of the hand. The phone could not only make headlines but make our Latin X audience fall in love with it by showcasing new technology that would change the way they interacted with music.
Like Pixel, the Reggaeton music genre challenges the entire status quo of the industry.
To help illustrate the Pixel challenger narrative, we needed to partner with talent who shared our ethos and personified all aspects of a challenger. Someone who could authentically communicate and gain traction with the Latin X audience.
Despite being one of the highest streamed artist and winner of last year’s Best New Artist, Karol G did not receive any nominations for her new album. We teamed up with the female reggaeton artist to hijack the biggest stage in Latin music - the Latin Grammys - and give both her and Pixel 4 a platform to perform during the Grammy’s.
Even though Karol G boycotted the event, she was still very much a part of the show.
Weeks before launch, protests erupted against the lack of representation in nominations beyond just the designated urban category. Karol G, Grammy winner of 2018’s Best New Artist, was among the top artists publicized for protesting. Despite the controversy, we flipped the script and convinced Google to stand behind our original strategy and talent - zoning in on Karol G, who we stood by and promoted her new song and our partnership everywhere.
Days before the Latin Grammy’s, we put Karol G on the cover of PAPER Mag and photographed her using the Night Sight feature on the Pixel 4.
We created a custom DJ rig using the Soli motion sense technology to activate the music and mix the sound through the swipe of the DJ’s hand.
We recorded a new Karol G track performed along with the Soli DJ and released the exclusive 2-minute music video in the awards broadcast.
Through the Latin Grammy’s we delivered a first-to-market tech-driven performance while building cultural fame for the Pixel 4.
Consumer, influencer and press drove 102MM impressions across social about Pixel 4’s activation at the Latin Grammys (vs. 41.8M for Latin Grammys 2018).
Custom creative leading up to the brand spot assisted in driving a 4.6x search lift during the Soli Dance premiere.
Karol G’s PAPER cover exceeded views benchmark (+133%) and outperformed other Celebrity covers during 1st week of launch - making it one of their buzziest covers of the year!
We landed 30+ pieces of coverage in support of the campaign including PAPER Mag Digital cover, Business Insider, 9to5Google, and Insider, reaching an audience of 295M. Estimated impressions are 4.7M with more than 1K confirmed social shares.
Paid media reached 21% of Latin X audience in 3 days, earning 18MM impressions across TV & digital with $3.2MM (budget-38% vs. 2018).
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