The Stuff Of Legend
Getting social media influencers on board for a campaign is a trend on the rise. For the launch of its new phone Pixel 2, Google brought together top influencers from the cricket fraternity such as Rahul Dravid ,Shreyas Iyer, Shardul Thakur and Mayank Dagar for its latest advertisement.
Conceptualised and executed by Lowe Lintas, Delhi , the film shows Dravid’s user experience with the phone and how his famous personality traits match the quality that Pixel offers and the brand attributes of Google. The story revolves around coach Dravid and his team who are in the picturesque location of Dharamshala for a match. On an off day, three of his proteges decide to take the coach out in the city. The film captures the day in the life of the players, with Pixel being an integral part.
“The range of features such as Assistant, Maps, Search, Camera clarity, Unlimited storage through Photos, etc., that Google’s Pixel 2 offers addresses consumer pain points and finds ways to ease our lives. Like everything we do at Google, Pixel is about the user. It’s a belief in the awesome things consumers can do with the best tools we can give them. The new campaign highlights and exemplifies that in an engaging way,” says Sapna Chadha, marketing director, India and South-East Asia, Google.
Talking about the campaign, Arun Iyer, chairman and chief creative officer at Lowe Lintas, says, “The objective was to showcase influencers in an authentic and real way with Pixel seamlessly being a part of their lives.”
With this influencer campaign, the brand aims to build premium credentials, create advocacy and affinity for Pixel 2 among consumers. The campaign is targeted at mid-tier phone users looking to upgrade to a high-end phone, especially working professionals/self-employed in the age bracket of 25-35, staying in metros and tier-1 cities.
Explaining the reason why they chose Dravid and his team as the influencers, Iyer says, “No other sport enjoys the connect and popularity like cricket, especially with the target audience. Rahul Dravid being a cricket legend makes him an apt influencer for the brand. More importantly, the personality traits of Dravid — dependable, honest, passionate, genuine and one with a smart cricketing brain — are in perfect sync with the smartness and the simplicity that Pixel offers as well as the brand attributes of Google.
