Stand Staff Member 1 – Google“We seem to be having a genuine, positive change in perception. Lots of the audience we spoke to today previously owned a Chromebook but weren’t always happy, however after today they may consider purchasing one in the future.“
Google Chromebook shall go to the mall
Or how in just 1 month we helped Google achieve 3x uplift in Chromebook sales with an experience that left visitors walking on air.
Type
Brand, Experience, Communications
Deliverables
Customer Activation, Concept, UX, Web UX, Design, Print, Stand build
This pop-up customer activation captured the attention of 1.5 million visitors, became a hit online with over 2 million digital impressions and saw us giving away enough discount vouchers to triple sales in nearby stores.
Laptops – but not as you know them
Google Chromebooks may not be for everyone. But since the 2022 launch of their ‘Better Together eco-system’ the number of people they are perfect for has grown, they just might not all realise it yet. Cue us helping Google set up home in The Netherlands Westfields Center to help visitors rise above their preconceptions.
The buzzy, high footfall location made it the perfect place to get the Google Chromebook and the new range of eco-system devices into the hands of our audience. With Google experts on hand to help inspire and guide them it was a winning formula in helping to shortening the path to purchase, and also spread the message far and wide on social media.
After visiting 89% of visitors gained a better understand of the Google Chromebook offering, with a further 79% of those saying they’d either maybe or definitely consider buying one in the future.
Understanding customer misconceptions
To attract our ideal but diverse mix of customers –the student, the family, the influencer, the casual gamer and the binge streamers – we delved into their world to find out what connected them. What we found was a series of shared worries and frustration, from secure but tedious login procedures, to short battery life, to long load times. Something always getting between them and all the fun and useful stuff they could be doing online.
In short the traditional laptop experience was emotionally weighing them down. We wanted to flip that feeling on its head and empower our visitors with the knowledge of how to start living a lighter and more effortless online life. So we created an experience that would let our visitors see for themselves how Google Chromebook could set them free, with 9 distinct zones that invited them to experience the lighter side of laptoping and start loving their online lives again.
Converting Chromebook sceptics into brand new fans
The pop-up experience was also designed to coincide with half term, so that we could reach families looking to buy a second computer for their children and make sure they could take advantage of the discount voucher that was given away with each interaction.
From challenging each other in the cloud gaming zone, to learning photo-editing tips and tricks for the perfect selfie, to learning how the eco-system products work together for a more seamless experience, to daily prize giveaways, and an uplifting photo opportunity there was something for everyone. All of which helped guarantee that the experience visitors left with a new found spring in their step and that our month-long mission to convert the Chromebook uninitiated and the sceptical into brand new fans and future purchasers was a successful one.
