Google's 'Curiosity Rooms' wins the GRAND PRIX
Google and Pixel 3’s 'Curiosity Rooms' has won the Campaign Experience Awards GRAND PRIX...
To read the full announcement, head to Campaign for the article published 30th April 2020.
Amplify - Google ‘Curiosity Rooms’
This impressive activation impressed Campaign's judging panel of brands and agencies alike. With a whopping tally of seven awards – including four Golds – Google’s Curiosity Rooms delivered by Amplify is the winner of this year’s Campaign Experience Awards Grand Prix. Across the board, the panels of judges comprising brand marketers and agency leaders admired the sheer scale of the project not to mention the ambition of delivering a packed programme of events in the build up to Christmas.
Google wanted to establish a cultural landmark in the heart of Regent Street, to launch Pixel 3 and connect with its target audience of 'future bosses'. Working with Amplify, the brand took up residence in an experiential hub that welcomed audiences across five weeks, to experience a content programme of 36 live events in addition to the experiences on site.
Curiosity Rooms gave Google a high-street presence in the run up to Christmas, with three floors showcasing Google Pixel 3's features in a fun and immersive way, with fashion, food and tech-themed experiences to engage with.
The project had three waves of collaboration: agency; media; culture.
Amplify led the campaign from a creative concept, brand experience, design and production, with 72andSunny on ATL creative, Halpern managing the PR and Essence, Fuse and OMD working with media, influencer and partnerships.
The media collaboration saw nine media partners including Vogue, Time Out, The Guardian and Hypebeast ensuring the target audiences were aware of the experiences, exclusive events and cultural collaboration on offer across the five week. Lastly smaller retail, design and food collaborators made the pop up a cultural destination.
More than 71k visitors explored the Curiosity Rooms, with an average 21 minute dwell time, while 83% took part in the experiences. Through these collaborations 80million+ were reached online.
Curiosity Rooms was also recognised in the following categories:
Best Integrated Experience - GOLD
Best Production Experience - GOLD
Best Food Experience - GOLD
Bravest Campaign - SILVER
Best Digital Experience - BRONZE
Creative Event of the Year - BRONZE
Full Case Study HERE.
See Behind the Scenes of Curiosity Rooms HERE.