Amazon's Alexa voice assistant had a 64% market share, while Google only had 25%. Amazon had a reputation for flashy installations and messaging at previous CES events, generating huge attention and expectations. Google CEO Sundar Pichai set a clear mission: "Win CES" and differentiate Google Assistant from Alexa.
”I want you to win CES.”
— Sundar Pichai, CEO Google
At the convention center, Google Playground illustrated how helpful the assistant can be in real-time through live talent demonstrations, including using the assistant while cooking and a Google Pixel photo booth that displayed images on massive screens. We created hundreds of modules for the OOH and the Google Playground, including Google Assistant branding elements, animations, real-time data visualizations, and broadcasting live events from partners.
We found that Google Assistant's superiority was its context recognition, powered by Google's supporting services. Our campaign aimed to make people feel smarter with Google in their pocket by focusing on context. Google's CES campaign targeted convention goers with contextual messaging throughout Las Vegas, using giant media buys to demonstrate how helpful the assistant can be during their journey.
Google Assistant won "best in show" at its inaugural CES, and we helped people discover how helpful the Assistant can be, no matter where they are. You're welcome, Sundar.
After the successful CES OOH campaign, we teamed up with Google Creative Labs to create the Make Google Do It campaign. This campaign drew heavily on the design and thinking we developed for the CES campaign. Additionally, we worked with the Google Events and Experiences team on their CES presence for the following two years.
How do you introduce the world to a more helpful voice assistant?
With more familiar software and partnerships than Alexa, Google Assistant is a more helpful companion.
Demonstrate Google Assistant’s helpfulness to CES attendees on their journey from the airport to the main event. Utilize interactive technology to invite people to prompt Assistant to help in real-time.
Google Assistant took 'best in show' at its inaugural CES and we helped people discover how helpful Assistant can be, no matter where you are.
CESWinnerBest In Show
Managing PartnerDevin Brook
DesignersAbigail GohVeronica TolentinoCorey LangelottiDiego SalinasJesse HarpTae KimAaron MaurerKyra OdiDiksha WatwaniEvan Di Leo