Bringing football home with Google Pixel + BOXPARK

Client: Google Pixel, BOXPARK, EssenceMediacomX

The Men’s FIFA World Cup is among the top advertising opportunities around the globe. But for Google in the UK, this wasn’t so easy.

It’s a brand without a real affinity amongst British football fans, and it’s extremely competitive to break in to.

So, we took their new Pixel 7 handset and created a ground-breaking and exclusive collaboration to bring football fans closer to the game they love with the world’s most engaged sports publisher – SPORTbible – as well as the nation’s most famous fanzone – BOXPARK – and put the new Google phone at the heart of the action.

We showcased what representation in football means to fans across the country, demonstrated the unrivalled quality of the Pixel 7 to our audience via video content and experiential activations, and even used its ‘Live Translate’ feature to help people learn famous local football phrases and chants from around the world.

The Fanzone became the most desirable place to watch the games with tickets selling out in record time!

Plus, our message went nationwide, thanks to the reach and impact of SPORTbible.

Through delivering content and feel-good moments, we made Google the World Cup’s most viewed tech brand (even more successful than the official England sponsors), with 56 pieces of content, 601,000 engagements, 3.5 million views, 44 million impressions and a 7% brand uplift for Google Pixel in unaided awareness.