TELUS X Google Pixel 6a Campaign

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Client: TELUS, Google

Year: 2022

Background & Ask: Google along with TELUS as partners, tasked us to launch the new Pixel 6a campaign for Multicultural groups, specifically for the Chinese market. The ask came with a focus on its key ‘Live Translate’ feature that enables users to instantly translate a variety of languages across applications in real time, thus enabling them to seamlessly engage in their preferred language without any barriers. Google Pixel 6a is a phone that comes with real time translation feature, where messages on chat applications get translated in a language of your choice as soon as you receive them. We wanted to communicate this feature to the Chinese immigrant population in Canada – a population that prefers speaking in their native language, and hopefully simplify everyday problems for them.

Our Answer: We found a popular Chinese proverb that effectively says, “it’s like a duck talking to chick” – a phrase used to convey that ‘one is not able to understand what the other is saying and vice versa’. This gave us a powerful story of a duck asking a chick if he would like to go for a swim and the chick not understanding it. Then enters the Real Time Translate feature of Google Pixel 6a and they are well able to communicate and go for their swim together. The campaign was complemented by OOH, digital, radio, TV, online video and print.

Highlight: The team has came up with a beyond-the-brief solution for the OOH tactic, amalgamating from these two insights and based on our millennial target audience was identified in a decade old format that millennials have grown up engaging with - Lenticular. A simple ad format wherein two frames are simultaneously put up such that on changing a slight angle of observation one is able to switch between different frames, instantaneously. Lenticular printing technology gave us the solution to our challenge of an impactful ‘real-time’ demonstration of the product feature relevant to the target audience. The creative leveraged was simple yet engaging with the same message in Mandarin that transformed to English as people moved, thus enabling Mandarin speakers to experience Live Translate, the core feature of the Google Pixel 6a come alive in front of their eyes.

Results: The Television ad was viewed by over half a million Chinese audiences, thereby increasing the consideration for TELUS wireless by 6 points.

The OOH medium delivered the highest brand recall for the campaign indicating people comprehended the message to its fullest. It was also estimated to deliver approximately 38M impressions, a stellar number considering a highly niche audience, thereby making the campaign an “Instant” success.

My role:

- Contributed in creative sessions with concepts and cultural insights to be leveraged for the campaign.

- Developed comprehensive presentation decks for internal team meetings and client presentations, iterating based on feedback and requirements.

- Curated and reviewed stock videos to identify suitable visual assets for creative projects.

- Provided art direction to ensure that the creative materials align with brand guidelines.

- Prepared assets and materials for external vendors involved in video and digital banner ad production, ensuring smooth collaboration and timely delivery.

- Managed vendor relationships by communicating project briefs, requesting cost estimates, and overseeing project timelines to ensure timely completion of deliverables.

- Effectively assigned roles and tasks to the graphic designers and copywriters within the team, ensuring clarity and efficient workflow throughout the campaign process.

- Directed the filming process for a case study video, creating a detailed storyboard with instructions on super animation and frame transitions for the video editor.

- Collaborated with vendors and incorporated their professional inputs to improve the final cut of the video.