Goals and objectives
Riksgränsen, one of the legendary places of Sweden. Located in the northernmost part of the country, Riksgränsen is renowned for its stunning landscapes of the surrounding Arctic wilderness.
So what would happen if one arrived there as a photography enthusiast armed with just a single device – the new Pixel 7A? Could one capture the magnificent nature with just a mobile phone?
This challenge was at the heart of our collaboration with one of the most forward-thinking players in the tech world. The task fell upon one of the campaign’s ambassadors—who, over a few crisp spring days, truly scrutinised the customer’s new mobile device.
But first, let’s rewind.
Ahead of the launch of the new Pixel 7A phone, Google sought to generate buzz in Sweden and therefore reached out to Schibsted Brand Studio. An important goal for Google was to differentiate the phone from previous flagship models.
Equally significant was establishing a successful and scalable framework for future native campaigns.
The client also wanted to leverage the concept of ”Trusted Voices,” featuring selected ambassadors, to ascertain whether their stories could paint a positive image of the Pixel phones.
Our ambassadors were handpicked to offer a broad range within the target groups – but consisted of micro-influencers, ”ordinary” Swedes who were also active on Instagram. All to create authenticity. These users played a pivotal role in crafting compelling content, which was instrumental to the success of our campaign.