Google Pixel has the ability to make every situation a little more extraordinary. Get wide angle selfies to squeeze everyone you care about into the photo. Capture the beauty of the holiday lights with Night sight. The assistant can practically “Make Google Do” anything. All of these things gave us the means to do something meaningfully, extraordinary in the busy shopping district of Omotesando. We wanted to make sure that every shopper knew about Google Pixel and put it at the top of their holiday lists.

We worked very closely with the Omotesando neighborhood association to create the Google Pixel: “Marvelously, Wonderful Ride” — Omotesando’s first interactive music and light show, enjoyed from the street and on top of an adorable, vintage double-decker Pixel Bus. Under blankets, shoppers were able to say “Okay Google, Connect to the Magic Illumination” after boarding the bus. The lights and music would begin and the bus would slowly move down the road. Pixel devices let everyone test out the group selfie camera, Night Sight and more.

We geared everything to the young, tech-savvy shopper, by creating the unmissable light and sound show in addition to the fun, inherently social “Pixel Bus.” The bus was covered in pink with white polka dots -- a perfect way to entice the 8 million people on the street to take photos and enjoy the massive, interactive display.

Since Pixel’s main competitive feature is its camera, we gave everyone on the street and in the bus a reason to take pictures and compare them to shots from the new phone.

Influencers from all over Tokyo came to ride the bus, grab a hot chocolate, and take social photos — helping us scale the social approach.

The neighborhood association was thrilled with the holiday idea and helped us figure out the logistics for Tokyo’s longest, interactive installation?a digital evolution of an old tradition. Over 9 million light bulbs were choreographed to custom holiday music.

- Over 8 million people experienced the interactive illumination

- 2,000+ tours on the Pixel Bus

- 2 million+ impressions across social

- “Intent to buy” increased 26%, from 54% to 80%