Android
Android Avenue 2024
Brand Activation, B2B, B2C, Exhibition, AR
Tech islands in the sun
Challenge
Over the years, our Android Avenue outdoor stand at MWC in Barcelona has become a must-see feature of the world’s biggest mobile industry event.
This year was no different - but our challenge was to showcase the latest Google AI innovations on the world’s most-used operating system, and to appeal to at least 40% of MWC visitors. We were also asked to maximise cost-efficiencies through collaboration with CES (Consumer Electronics Show) and, with sustainability in mind, to develop demos that could be replicated across retailer events over the next 12 months.
Through education and entertainment, Android Avenue needed to make clear that “doing more with Google on Android means doing more living and less tech-ing”.
Solution
With a smaller budget than in 2023, our 216m-long Android Avenue set out to grab attention: we had more digital screens than ever before, a huge foldable device, and the ultimate selfie backdrop - one very expensive F1 car.
Split into nine “technology islands”, Android Avenue was crammed full of live demonstrations, immersive technology, bespoke builds, collaborations, tips, tricks, giant “bugdroids”, AI, holograms and bubble machines. And it was all built, installed and connected in 48 hours.
The nine technology islands offered something for everyone. Among the favourites were the Self Expression ideas factory, and Circle to Search - a bespoke build covered in giant devices, with their content brought to life in halo-lit 3D bubbles. Self Expression showed how Gemini AI can make compiling spreadsheets easier, as well as sending postcards and editing photos. At the McLaren Garage, visitors learnt how the F1 team used Android devices to achieve a record-breaking 1.8 second pit stop.
Despite budget constraints, Android Avenue surpassed expectations.
We reduced materials this year by reusing furniture and three structures built for the 2023 event. We also built three new structures designed for reuse over the next five years. Structures were designed to minimise on-site crew requirements and we cut on-site crew days this year by a further 10%. Nine of our 14 demos were also created to work without technical support to maximise their on-use after MWC. Our considered approach to sustainability and operational delivery resulted in budget savings of more than $1m in 2024.
We attracted 56% of MWC delegates (against a goal of 40%), more than 18,000 of whom engaged with our demos. There were 1,700 articles and stories published about Android’s presence at the conference, with a global reach of 832,000.
And Google’s ambition of conveying the message that “Android is innovative” was met: more than 95% of attendees surveyed said their experience on the Avenue was very good/good, and 86% of MWC visitors agreed that Android is innovative.
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