Google Showcases the Effortless Switch to Pixel
i Switched to Google Pixel 📱❤️
Flipping the switch
Our mission was clear: tackle the anxieties and barriers that keep smartphone users from switching to Android, specifically to Google Pixel. Of course, calling out a competitor wasn’t going to fly, so we found the simplest, most compelling proof that making the switch is not only seamless but also incredibly rewarding, thanks to Pixel’s new premium features and AI technology.
Testimonial-style narratives from real switchers
To share genuine experiences, we turned to real users who made the switch to Android. The "Switchables" campaign harnessed the power of testimonial-style narratives from these content creators, and shared their personal truths about switching to Pixel, all without giving “the other phone” any airtime. By partnering with a diverse group of creators, we highlighted their many different reasons for switching, addressed their authentic fears, and showcased the specific features that enhance their personal lives, setting Google Pixel apart from the competition.
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Playfully Highlighting the Competition
While our work playfully referenced this rivalry, we kept the competitors name “out of our damned mouths” while letting our tagline, "i Switched," cleverly evoked the iconic "little i" while creating an on-ramp to praise Google Pixel for all the reasons to switch. This tagline appeared across all creator and product assets, all without ever being overt or dismissive.
i Switched to Google Pixel 📱❤️
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More work
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