Client: Google Android
Event Name: Mobile World Congress 2019
Agency Website: brandfuel.co.uk
How do you build a brand activation in just a day and a half, that’s the length of two football pitches, weatherproof, so over 100 thousand people can visit, all designed to be removed in just six hours? Welcome to The Android Avenue at the Mobile World Congress.
In August 2018 Google took the decision to pitch Android 2019. Brandfuel was the incumbent, but were determined to retain such a high profile and creative project. We recognised that Google was looking for a more strategic, conceptual approach so we introduced a creative strategist and an additional creative director to specifically lead the project on a full-time basis. It was also important to involve our VR and AI resource at the outset of the project.
Winning meant that 2019 was Brandfuel’s eighth year designing and executing Google and Android’s presence at Mobile World Congress. Google’s brief was to showcase the innovation that Google and Android are driving in mobile and beyond, showcasing the helpfulness and simplicity of their products, while also communicating the complexity and power of the AI/machine learning technologies that increasingly underpin them. We used core products including the latest in AI and AR to show users how they could experience the technology across multiple surfaces in a seamless way. We were asked to present the products in an experiential format as possible (within the 36 hours we were allowed by the venue to construct the space) and we were asked to ’keep it more Google 2019 than Google 1999’.
Our response was The Android Avenue, a semi-surreal urban space where 12 welcoming structures (and lots in-between) lined our pop-up street, the forms of which were inspired by Google and Android’s material design language, launched fully in 2018 and now used by them universally across all services.
For our 8th year of delivering the event we created a pop-up street right in the heart of the corporate conference to showcase Google and Android’s latest tech offerings.
Challenged to create something more impactful and engaging than previously, we went above and beyond to deliver something completely unique. The Android Avenue was a semi-surreal urban space where 12 welcoming structures (and lots in between) lined our pop-up street, the forms of which were inspired by Google and Android’s material design language, launched fully in 2018 and now used across services. Our ‘Avenue’ consisted of 4 quarters, Creative, Residential, Cultural and Uptown, with 13 interactive experiences The 13 individual experiences created were takes on familiar locations (a coffee shop, a mobile guided art gallery filled with augmented and virtual art experiences, arcade, hotel) and took guests to situations where an Android/Google product could benefit them e.g using Google’s Translate through camera function to quickly decipher a menu. The intention was to create an immersive guest journey across the space and reinforce the everyday value of Google and Android products.
In order to create a space where attendees could escape the relentless noise and chaos of MWC, The Android Avenue was complete with everything from an immersive art gallery to boutique stores and from a well-being pavilion to an arcade. Guests were invited to explore, get creative and go shopping, to grab a bite to eat and take a welcome moment of respite. Inside, away from the Android Avenue, we engaged with 15 of our third-party partners who were also at the show through a mobile assisted AR treasure-hunt style ‘Partner Walk’.
With a build team comprising 10 production managers, 150 technicians, 2 production directors and with just 36 hours installation time, the Android Avenue was a meticulous feat of design that delivered a seamless guest journey, allowing users to interact and engage.
As a unique, brand ownable space, our ‘Avenue’ consisted of 4 quarters, Creative, Residential, Cultural and Uptown, with 13 interactive and immersive experiences
The 13 designed individual experiences created were takes on familiar locations (a coffee shop, a mobile guided art gallery filled with augmented and virtual art experiences, arcade, boutique, hotel) and transported guests to the specific situations where an Android/Google product could benefit them e.g using Google’s Lens app to identify the brand of a dress in a shop window. Or using Google’s Translate through camera function to quickly decipher a menu. The intention was to create a seamless immersive guest journey across the space and reinforce the day-to-day value of Google and Android products.
Guests were encouraged to free roam with devices. Custom digital experiences were created (using Google tech) specifically for the event to ensure all content was coherent with the space e.g a multi-user AR experience that allowed guests to view and place objects around a virtual version of the real-world space. As MWC is hosted in Barcelona, we also included respectful nods to the city throughout, with the use of recognisable props. All the while, discovering how Android’s innovations empower and help you, wherever you are and wherever you go.
Location & Build:
‘The elephant in the event’ was the extremely limited timeframe and complexity of the build with just 36 continuous hours for the build and 6 hours to get out. It certainly pushed everyone to their extreme limits and required very precise scheduling.
The Avenue was built in the “loading bay area” for Halls 2 & 3, therefore, it was the last stand in and the first stand out and build could only start when all 2400 exhibitors had finished. Trucks were continually using the space, highlighting the need to work strictly within health and safety guidelines.
10 production managers 150 technicians
2 Production Directors
Of MWC’s 109,000 visitors, almost 74,000 people visited Android Avenue. With 90% of attendees saying their
overall experience was very good (sample of 790 people).
Delivered across multiple surfaces, our platform used human interactions to help tell our story. Visitors spent
almost 1,600 hours engaging with products, leaving a lasting impression, as 92% agreed Android is driving
mobile innovation. Average dwell times of almost nine minutes proved how captivated users were with the 12
Innovation at Android Avenue was displayed through interactive experiences. 20% of visitors thought the most
engaging spaces were the AI-led Art Gallery and Juice Bar.
Users interacting with six immersive experiences or more were rewarded with a prize. People who engaged
with demos or went to more experiences had a better understanding of how Android technology can enhance
and innovate daily life, with 81% agreeing Android phones help streamline your day.