World's Smallest Phone Launch

Amplify + Google create the Worlds Smallest phone launch...

Challenge

Reimagine an experiential and personalised press launch experience to showcase the latest Google Pixel 4a and hardware products to an audience of national press.

Insight

With lockdown restrictions in place, we had to come up with a concept that would break the monotony of digital experience to entertain and get the attention of the media.

Strategy

We looked at all the key beats of a traditional phone launch and then reimagined them as a phone launch in isolation, adapting the experience to match the moment. Unlike a typical press event, this one needed to be the most fun a journalist could have while working from home.

Isolation launch show: Without being able to create presentation content, we created a moment of experience to show you the key features.

Do: Without interactive sets for you to explore, we created the cues that make trying the new key features super simple.

Review: Without the party in the room, we provided the mini treats that bring the celebration of a phone launch to wherever you are.

Approach

The World’s Smallest Phone Launch

A unique press onboarding – The World’s Smallest Phone Launch was an essential kit of ‘less’ to tell the press everything they needed to know about Pixel 4a.

The exclusive reviewer kit gave the press everything they’d expect from a smartphone launch with three key sections:

Explore: Pixel 4a + Pixel Bud headphones –- inviting press to get hands on with the new device. Going through set up, the press were able to switch the phone on, explore the tactility of the product in hand and then dive into the second part of The World’s Smallest Launch, Discover, to find out about and try Pixel 4a’s key features.

Discover: The mini manual that served as the guide to getting more out of the world’s smallest phone launch with less + incentives to use the phone and try the key features for yourself.

Enjoy: Everything else the press needed or would expect from a phone launch (e.g. drink and snack etc.)

‘The No-Groni Aperitif’ (NGA) – A bespoke non-alcoholic celebratory mocktail

‘The Amused Bouche’ – accompanying the celebratory drink