Challenge
Consumers are seeing new devices from all carriers making it difficult to differentiate among telcos and the benefits of one device/telco over the other. Google has yet to gain the popularity of other Android devices in the Chinese community.
Answer
Google Pixel is the first ever device to have a feature like Live Translate setting it apart from others and can be especially appealing to Chinese audience.
A popular Chinese proverb effectively says, “it’s like a duck talking to chick”, which is a phrase used to convey that ‘one is not able to understand what the other is saying and vice versa’.
This gave us a powerful story of a duck asking a chick if he would like to go for a swim and the chick not understanding it. Then enters the Real Time Translate feature of Google Pixel 6a and they are well able to communicate and go for their swim together.
Results
The campaign utilized a variety of tactics, including digital, radio, TV, online video, print & OOH. Among these, OOH stood out with the highest brand recall. We leveraged a lenticular design to replicate the device’s instant translation feature, generating approximately 38 million impressions while targeting a highly specific audience.
Awards
The OOH , Print Ad (Carbon Paper) and Print Ad (Symmetrical Butterfly) won the Silver Awards in Multicultural at the Strategy Marketing Award 2023.
15s TVC in Simplified Chinese
Social Newsfeed Static and Animated Ads
Social Newsfeed Static Ad and Display Banner Ad
Print Ad printed on carbon paper - "Carbon Copy"
Double-spread Print Ad - "Translation: A Piece of Art"
One of the Lenticular Transit Shelter Poster captured at Chinatown, Vancouver, BC.
