"DROID DOES" BRAND LAUNCH
Verizon was launching a single model android phone called "TAO". We suggested changing the name to "droid" and an entire brand soon followed. A single model launch turned into an entire franchise creation. Almost 1 million units sold in the first week and more OEM's wanted in on the brand. It put google's android operating system on the map next to apple's iphone/ios and led to it being named "Gadget of the Year" by time and engadget magazines and one of Time magazine's most "Influential Gadgets Of All Time."
This all began with a :15 teaser that went right at the iphone. demos followed, and successive droid models were launched with their own epic campaign narratives. Below is the case study video and the launch spots from the subsequent model launches.
(you can view specific launch campaigns in "work" section of site)
group creative director/writer, MCGARRYBOWEN, NYC
CASE STUDY FILM
PRODUCT SPOTS x4
LAUNCH (click to see entire campaign)
CHARGE (click to see entire campaign)