AI Creative at the Speed of Sport

Google was looking to increase Pixel’s brand consideration in Canada, a country where Google Pixel is a challenger brand. As part of this ambition, they partnered with the Toronto Raptors NBA team in search of surprising, new ways to increase relevance and appeal to passionate local fans. The specific objectives included overachieving on brand metrics (such as awareness and engagement) and improving overall brand health, particularly consideration and preference. The campaign also aimed to re-energize the fanbase, ignite national conversation, and unite 30 years of fandom by connecting with what fans love about the team and offering a fresh, forward-looking perspective.

Using Gemini AI, we created a fan-first campaign for Google Pixel, delivering the right ads to the right fans at the speed of sport. We accelerated ad creation with automated production, quickly creating and assembling creative versions, and serving contextually relevant ads to the right viewers. 

We used AI-powered social listening to jump into conversations, identify hot takes, and turn real fan moments into real-time ads. With the help of Google’s latest Gemini AI technology, the team developed an end-to-end social campaign — from mining for insights to copy generation and asset assembly. The campaign increased relevance and appeal to passionate fans, while also boosting Pixel’s brand consideration.

The Results
28M Total impressions
44% More efficient CPM
2.9% Lift in Brand consideration