Google Android Advertising and Marketing Project

19 Sep

This is a project that I did for my Advertising Design Class during the summer of 2010.

For this project we were to pick a company that we would enjoy working for since the project would last several weeks. After deciding on a company we had to do market research and compose a creative brief. Once that was done, we then began to create advertisements for magazines, billboards, and online web banners. I chose Google as my company of choice since I am a loyal Googler and a fan of most of their work. I specifically chose the Android operating system to work with, since there isn’t much (if any) advertising done directly by Google to consumers. (The following brief was created on or before July 23, 2010.)

Google Android Design Brief

Part 1: Identify, analyze, and document what you believe are the needs and objectives of your client.

Google really needs to break into the business world with its Android software. There is an endless amount of beautiful and perfect implications for business clients that can only be done with Android and its software. They currently only focus on B2B advertising and some consumer advertising that targets “techies.” Their largest competitors, the Apple iPhone and BlackBerry phones are controlling most of the business market, even though Android is an equal, if not better, competitor in this market. Apple handles mobile business tasks with style, while BlackBerry handles them with high security and functionality. I believe that Android fits in between these two, and brings a few new features and benefits to the market.

Part 2: Gather background research on your client.

Company: Google

Product: Android

Target Market: 25-55 year old business people and business Corporations who are looking for a phone they can use for business that offers style and functionality. They need a phone that can keep them up to date with their work, no matter what that work is. They need a phone that will work the way the want it to work, they need flexibility. If they work at a large corporation, they need a phone that their company has some control over to protect private data, but still lets the phone be their own.

Competition:

-Apple iPhone

-BlackBerry

-Nokia

-Palm (not a threat in the future)

-Upcoming Windows 7 Phone

Current Company Creative: Google has not yet done a large scale advertising campaign to really market their software to consumers. They normaly rely on and partner with other companies (mainly hardware companies) to promote their Android software platform. They do advertise their software pretty regularly on the Internet, however. Most of the advertising for Android appeals to tech hungry geeks and software developers instead of the more traditional users and consumers.

Part 3: List the product/service benefits and strengths and weaknesses.

Strengths:

-Skinable/Customizable User Interface

-Scenes allow a different set up for work, fun, or whatever that can be switched on the fly

-Widgets can provide more usability, function, and information right on the home screen of the phone

-Apps can integrate into the system to control certain aspects that can’t be controlled on other phones (location based ringtone settings, different application switchers for multitasking, etc.)

-Open App Market with the majority of Apps being free

-Notification Bar handles all notifications and keeps them out of the way when you don’t want/need them but only a swipe away when you do

-Open Source

-MS Exchange Support

-Sync Multiple Accounts

-Google Voice Integration

-Portable Hot Spot (slightly restricted depending upon carrier)

-Auto Application Updates

-Available on all Wireless Networks with a variety of devices

-File management capable on a Mac or a PC with a wide variety of software

-Superb Google Apps Integration

-Many Cloud Based Services

-Can be controlled by corporations to protect data

-Apps can be administered to users without the need to submit to and get approval from an app store (Apple)

Weaknesses:

-The UI/UX feels incomplete sometimes

-Fragmentation among the hardware and the software

-Does not regularly market to common users and consumers

-Does not truly offer a complete, fused software syncing option like the iPhone/iTunes/iPhoto/Mac/etc. option.

Part 4: Write two paragraphs that specify the creative strategy direction you plan to use in your advertising campaign. Choose from a positioning strategy, USP, or brand image strategy.

 

Positioning: Like I previously mentioned, Google’s current marketing tends to focus on the geek and developer crowd with their marketing of numbers, features, and specifications. The idea for this campaign will focus on how the Android software is useful in the real world to business professionals. The marketing will be based on translating the numbers, features, and specifications into real world benefits for the new target market.

Brand Image: This campaign will also utilize the “Brand Image” marketing technique. Similar to what Verizon has done with their advertising campaign for the Droid (Droid Does), I hope to be able to utilize the Android Character (http://bit.ly/90J0fB) and use a new slogan to help boost the awareness and appeal of the Android software in a way that relates to the new target market.

The Direction

After completing the initial research, I started drafting up campaign slogans. I sat down and wrote over fifty different ideas out on a piece of paper to get things flowing. After this I went back through the list and found a few that I liked. I thought about how they related to the target market and thought up what kind of ads I could create with them. After sifting through the ideas for a while (a long while!), I chose to go with the campaign slogan “Android and (insert verb here)” concept. This would allow flexibility in the campaign to promote several compelling reasons for the target market to use Android, yet it would keep things cohesive and consistent. After deciding on this campaign direction, I drafted up nearly fifty more slogans using the “Android and” model. I did this to help generate the ideas behind the campaign before I began designing to ensure the designs were focused on the campaign idea and not the other way around.

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After developing many thumbnail sketches, rough drafts, and semi-comps over a few weeks, here are the ads I came up with for the campaign.

Billboard Ads

Magazine Ads

Web Banner Ads

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