Pixel as a challenger brand in the market wanted to launch boldly with the Google Pixel 6 launch.

The Google Pixel 6 launch was a re-introduction of the brand with a brand new look and a brand new brain - The Google Tensor chip: a state of the art chip that allowed innovative software features that weren't possible before. We wanted to highlight the power of the camera which was powered by the chip.

Client wanted to communicate the Brand purpose of their brand in an unconventional way to embed in consumer’s mind that Pixel is a helpful and innovative brand.

Google Pixel builds a partnership with Kaze Fujii, one of the hottest artists in Japan.

We created an interactive live TV event “Relay Release” by partnering with the 5 major Japanese TV channels(Ch8,7,6,5,4) and Kaze Fujii’s latest Music Video.

Once Kaze Fujii appears on Channel 8, the story begins.

Fans listen to Kaze’s monologue on his thoughts towards individuality, he then jumps to the next scene and fans follow him on to the next channel….

Fans chased Kaze through TV channels as they followed the Music Video shot by Pixel 6 and were eventually led to finish watching the experience on YouTube.

Thousands of Kaze's fans followed him in front of their TVs, all at same time.

This interactive live TV takeover reinforced the power of the Pixel 6 camera and highlighted individuality but more importantly, it made the Pixel 6 launch the most talked about launch ever in Japan.

Key insight:

Consumers’ attention towards ads is hard to get. They flick through TV channels during ad breaks because they assume ads are less interesting. Their attention is split between the TV, and their smartphone as they scroll through their social feeds as they watch TV.

The Strategy :

Connect existing consumer TV consumption behavior with a strong fan base and leverage it to deliver Pixel’s brand purpose powered by the product’s strength, the camera to make a memorable brand moment at scale.

A 3-way partnership between the 5 major TV channels (Ch4,5,6,7,8) in Japan, Fujii Kaze - an artist with a committed fan base, and smartphone brand- Google Pixel to make the Pixel launch generate conversation, and highlight the power of the Pixel smartphone camera.

? Before the event : ?

Create a buzz around the event on social networking sites ?and music media so that the target audience will talk about it and attend the event. ?

?On the day of the event : ?

A live TV commercial event was held when

the buzz was at its peak. ?

After the TV commercials was aired, the Music Video which was shot by Google Pixel was released on YouTube and became the hot topic. ?

?

?After the event:

A behind-the-scenes movie was released on YouTube. ?

Many fans watched and basked the aftermath.

The NO.1 Trending Video on YouTube with 5 million views.

5 times* more impressions, and 4 times* more engagement on social media.

?Year-on-year on Google SNS channel.

Thousands of Kaze Fujii’s fans chasing him in front of their TVs, all at same time, can share a real interactive live show experience.