1. Brief

Google wanted to launch a tactical, data-driven digital OOH campaign which highlighted the 5 key features of its second-generation smartphone, Pixel 2.

2. Response

Using location, audience, traffic and moment specific data, the campaign ran contextual messaging across road, transit and retail locations in a nationwide push. The campaign highlighted 5 key features of the new Google Pixel 2. Bringing each feature to life by responding to conditions at each location to trigger the most appropriate feature at that moment.

The campaign also took into account traffic delays, time of day and key dates such as Bonfire Night and New Year’s Eve. This live-data was managed and delivered via OpenLoop.

3. Results

The campaign spanned 8 cities and 7 different media owners from 6th November through 31st December 2017.

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