Google published this Thursday, September 28 a new advertisement to promote its new smartphone: the Pixel 8. And as italready doneOn several occasions in its previous campaigns, the company has gently made fun of Apple. Google, however, did notnot made a virulent attackwith regard to Cupertino, on the contrary. Despite the competition, we might even find this ad a bit moving.
The video was published on the Made by Google YouTube channel. In the latter, we find a Pixel 8 and an iPhone chatting in a forest by the fire, on a full moon evening. The story takes place in the current context, namely that the presentation event of the new iPhone took place recently, and that of the Pixel is about to arrive.
The iPhone is afraid, Pixel reassures it
As the launch of Google's new smartphone approaches, the iPhone is afraid of comparison and lets the Pixel know it. He wonders if hisnew Action buttonand its new port will not seem ridiculous next to the new features that Google will announce. He then asks Pixel for his opinion: “What if your launch was more innovative than ours?» To which he will respond: “iPhone, no launch is more important than our friendship.". The two friends then end up enjoying a marshmallow together.
Is this a good strategy?
The marketing technique used by Google in this campaign isa comparative strategy. It consists of comparing your own product and that of a competitor to capture the attention of consumers. This type of strategy is risky and some marketing experts would say that talking about your competitor in your own advertising can be counterproductive in the eyes of consumers. This is true, but of course it depends on how the ad is presented.
In the case of the Pixel, Google uses the comparison in a subtle and humorous way, and places the iPhoneno longer as a rival or competitor, but as a friend. This approach allows Google to position itself as a credible alternative to Apple,without attacking it head on.
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By : Keleops AG
