Image Provided by GoogleThe latest Android campaign by Google introduces AI-powered Circle to Search, which allows users to search on their screen when curiosity strikes.
Spearheaded by Android and crafted in collaboration with Crown + Conquer, the campaign showcases a diverse cast of celebrities and influencers effortlessly utilizing Circle to Search, accessing information without app switching, and delivering an “endless wow experience” exclusive to select premium Android phones.
The campaign spans digital platforms, Android channels, talent social channels, and broadcast mediums. Featured personalities include supermodel Naomi Campbell, athlete Sha’carri Richardson, model Haley Kalil, R&B artist Brent Faiyez, basketball player Bronny James, artist Chella Man, and singer-songwriter Thuy.
This strategic campaign not only highlights the innovation of Circle to Search but also underscores Google’s commitment to leveraging its talent pool to test and refine AI-powered features for enhanced user experiences. The financial agreement was not disclosed.
Adrienne Lofton, Global VP of Integrated Marketing at Google, emphasized the importance of not only showcasing AI technology but also educating curious consumers who are still familiarizing themselves with AI. With Google’s longstanding commitment to being an AI-first company, Lofton highlighted the significance of consumers experiencing this technology across Google’s suite of products.
“The Android brand is all about celebrating innovation, individuality, accessibility, and inclusivity,” said Lofton. “Our hope is that this campaign continues to showcase the game changing features and possibilities that Android devices provide consumers to be their authentic selves. With the help of our all star talent roster, we are working to increase brand perception and consideration for Android.”
Lofton emphasized the importance of educating users about incorporating Google AI into every Android surface. She pointed to Circle to Search as a demonstration of new features and capabilities for one of Google’s most mature products and highlighted how this campaign demonstrates AI’s usefulness across different contexts.
“Consumers are still getting comfortable with AI and working to understand how to incorporate it into their everyday lives, and this campaign exhibits just how helpful AI can be,” said Lofton.
As part of its “Circle to Search, Only on Android,” campaign, Google advertises its ad spot on Snap, TikTok, Reddit, YouTube, Instagram, and X, highlighting its technological edge. As an added advantage, strategic placement at significant cultural events, such as airing a :30 spot during March Madness in the middle of the Women’s NCAA tournament, ensures maximum visibility. In addition, all of the talent shared the ad spot on their own social media channels.
In addition to talent, Lofton stated that Google partnered with global brands and local influencers to strengthen the connection by showcasing relatable searches and adding an element of surprise for the Gen Z consumer on channels where they already spend their time.
As Google continues its efforts to resonate with consumers, the team remains keenly focused on achieving authenticity and cultural relevance. While some campaigns are driven by new and emerging trends, it’s also exciting to explore resurfacing trends.
Through a partnership with Baby Phat, Google leveraged the resurgence of 2000’s nostalgia (which Red Robin tapped recently) to integrate Samsung Galaxy Z Flip5 and Android’s latest technology into culture last year. As Google embraces new trends, it continues to share compelling narratives and experiences that shape culture and strengthen consumer connections.
This story has been revised as of April 30, 2024, to provide additional context regarding the features of the AI.
