| Title | ANDROID #ANDPROUD |
| Brand | GOOGLE |
| Product/Service | ANDROID |
|
Entrant Company
|
ADAM&EVEDDB London, UNITED KINGDOM
|
|
Advertising Agency
|
ADAM&EVEDDB London, UNITED KINGDOM
|
|
Media Agency
|
ESSENCE London, UNITED KINGDOM
|
Credits
| Ben Priest |
Adam/Eveddb |
Chief Creative Officer |
| Ben Tollett |
Adam/Eveddb |
Executive Creative Director |
| Richard Brim |
Adam/Eveddb |
Executive Creative Director |
| Josie Robinson |
Adam/Eveddb |
Account Director |
| Sam Brown |
Adam/Eveddb |
Account Director |
| Tim Vance |
Adam/Eveddb |
Creative Director |
| Paul Knott |
Adam/Eveddb |
Creative Director |
| Jo Cresswell |
Adam/Eveddb |
Creative |
| Sian Coole |
Adam/Eveddb |
Creative |
| Will Grundy |
Adam/Eveddb |
Senior Planner |
| Joseph Walker |
Adam/eveddb |
Agency Producer |
| Chris Daw |
Scissors/Glue |
Director |
| Brett Kelsey |
Cain/Abel |
Editor |
| Post Production |
Cain/Abel |
Post Production |
| Alex Wilson Thame |
Jungle Sound Studio |
Sound Designer |
Brief Explanation
Android wanted to align the spirit of Pride with their brand platform of ‘be together, not the same’ and use the opportunity to bring this to life and drive positive sentiment towards Android. The campaign ran with a 60” video across YouTube, a promoted Trend (#andproud) & with search activity supporting. #andproud built brand love for Android by supporting and aligning with a relevant epic moment and emerging culture, helping to build to towards Google’s overarching objective of making a positive contribution to UK culture and society.
The Campaign
Android believes in diversity and a world where people should be together, not the same. So to celebrate, we introduced a special Gay Pride wardrobe on Androidify.com letting people create their own rainbow ready Androids. Even celebrities wanted to get involved - without charging a fee! Over 150,000 Pride androids were created across 200 countries marching together in a virtual parade on digital floats in London San Francisco and New York. The campaign had over 810 million impressions and increased Android searches by over 50% on YouTube. We wanted everyone to feel a part of Gay Pride, and with one Android at a time we helped to share the love and empower everyone to feel andproud.
Creative Execution
The campaign began at androidify.com where people could make their very own rainbow ready Android character, choosing clothes and accessories from a specially designed Gay Pride wardrobe. Using these personalised Androids, we launched an online film, DOOH at Old Street in London and made custom floats in London, New York and San Francisco that shared some of the 150,000 personalised Androids that were made through the site on digital screens.
Over 150,000 celebratory androids were created across 200 countries. The campaign had
810 million impressions and celebrities loved our campaign so much they asked us to create their own Android characters without a single fee exchanged. Campaign sentiment was 90% positive (the remaining 10% of mentions shared links to news articles). Brand sentiment was 74% positive (usually 65%-70%). There was a 200% increase in impressions for Androidify searches and a 542% increase for clicks. Exposure to the TrueView activity drove a 7.5% relative lift in favourability of Android, from a baseline of 23%. Despite a higher lift in ad recall on desktop (17%) vs. tablet (9%) this favourability lift was only observed within a tablet audience, with flat results for desktop. We also observed a 50.5% relative lift in brand keyword search for “android”for those exposed to the video on YouTube.