We discovered a growing problem with the smartphone purchase process. It was confusing and overwhelming. So, we simplified things, a unique collaboration was formed between retailer Telstra, 5 handset vendors: Motorola, Samsung, HTC, Sony Ericsson and LG, and operating system owner Google to create a world first retail Android experience.

We created a story consumers could relate to and developed a strong theme to tie the brands and experiences together – Androidland. Traditional display spaces were transformed into an immersive Android experience featuring a spaceship, playground and marketplace designed to engage all the senses at Telstra’s flagship store in Melbourne.

Following the launch on December 2nd 2011 and a media spend of $0, Androidland quickly gained interest from around the globe with over 400,000 mentions online, Twitter reach of over 2m and news articles in widespread press including The Australian, PC World, Engadget, Gizmodo, Trend Hunter and Wikipedia, resulting in an online community of followers of over 600 on Google+.Utilising facial recognition technology we measured an average foot traffic increase in store of 50%, up to 10,500 people interacted with the gesture and touch window displays each day and the sales mix for Android in-store increased by 38%.