Curiosity Rooms

Amplify + Google Pixel 3 invite Londoners to unlock their curiosity…

Challenge

Amplify were challenged to launch the flagship Google Pixel 3 with a brand experience on a whole new level to ramp up desirability.

Insight

We take the everyday for granted. We live it, but we don’t always see it. Extraordinary things are happening all around us. In the tube, on our way to work. It’s the guy making kebabs down the street. It’s the ivy growth on a concrete wall. It’s the beautiful yellow park bench. It is everything that makes London what it is today. Empowering curiosity has always been at the heart of Google, from Search to Maps to Translate to Assistant. Pixel 3 helps you satisfy your curiosity by enabling you to discover the extraordinary all around you.

Strategy

Bring to life the Google Pixel 3 campaign, celebrating the extraordinary – from the local heroes to the undiscovered beauty we walk past every day – with an experience hub that invites everyone to see London through a new lens, celebrating a world where fashion, food, music and art collide in a familiar, yet unexpected way.

Solution

Google Pixel 3’s Curiosity Rooms

Google Pixel’s Curiosity Rooms was a playground for inquisitive minds. Delivered in just eight weeks, this five-week residency took place in the heart of London’s Piccadilly Circus, at 55 Regent Street (the former Tower Records). With three floors of fashion, food and tech-themed experiences, it was designed to reconnect people to the magic of everyday life and showcase Google Pixel 3’s features in fun, interactive and highly shareable worlds. Transforming a brand experience into a content engine as The Curiosity Room’s impact travelling way beyond the physical four walls of the space...

Go behind the scenes with coverage in Contagious and Lecture in Progress.

Results

The Experience:

71,000+ visitors with a 21 min average dwell time

83% took part in experiences

89% felt their visit had a positive influence on perception

70% would consider buying a Pixel 3 or Pixel 3 XL in the next six months

+34% uplift in purchase consideration for those attending

The Content Factory:

21 hero partnerships inc. 9 media partnerships

1.3bn media impressions

30M+ reached through experiences, content creation + partnerships

50M+ reached more through wider social

+17% uplift in purchase consideration for those viewing partner content