#BestPhonesForever Campaign

Jason Oakley on LinkedIn: #bestphonesforever #productmarketing #differentiation #positioning…

Move over Justin Long. There’s a new comparison campaign in town. Google's taking a page out of the Mac playbook with it’s new #BestPhonesForever…

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Move over Justin Long.

There’s a new comparison campaign in town.

Google's taking a page out of the Mac playbook with it’s new #BestPhonesForever campaign.

It’s a genius bit of competitive differentiation, disguised as an adorable video series comparing the iPhone to the Google Pixel.

Right now there are five videos in what I assume is going to be pretty long series given how popular it's been so far. Within the first 24 hours each video had over one million views on Youtube 👀

A smart move by Google to launch the first five at the same time. Once you see one, you can’t help but watch all five.

On the surface, these ads make the iPhone and Google Pixel seem like best pals. The ads really are quite charming and friendly, which is something you don’t see that often in competitive campaigns.

But make no mistake, Google is calling out exactly where it wins. Each video is focused on one key differentiator.

👇 Here’s a quick summary:

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1️⃣ Plateau - i.e. the iPhone has plateaued

iPhone confides in Pixel that it worries the glory days are over. It continues to list a number of Pixel-only features it fears it may never have. All before collapsing from a dead battery. Savage.

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2️⃣ Sketchy Wifi - i.e. Pixel can protect you from hackers

iPhone freaks out when it realizes their wifi is exposed to hackers. Pixel isn’t worried — it has it’s own VPN to keep it safe. The best iPhone can do is switch to airplane mode.

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3️⃣ Seeing Stars - i.e. Pixel takes better pictures at night

iPhone comes to the realization that it can’t see nearly as many stars in the night sky.

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4️⃣ Lifesaver - i.e. Pixel has enough battery life to recharge your dead iPhone

Pixel rushes to save iPhone who is lying dead on the beach.

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5️⃣ Opening Up - i.e. Pixel has the only foldable phone

Pixel blows iPhone’s mind when it reveals it’s foldable screen, perfect for gaming, movies, and a lot more.

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At the end of these video, Google also makes sure to call out that the Pixel is "The only phone engineered by Google."

I like this for a couple of reasons:

1. It sets the pixel apart from all the other Android phones on the market. This is the only phone engineered by Google itself. So if you're in the market for an Android phone, why go with anything else?

2. It puts Google in a position to take on Apple for more than just phones. If you go to the Pixel website you'll see products like the "Pixel Buds Pro" and the "Pixel Watch."

I dropped a link to the videos in the comments.

What did I miss? Let me know what you think.

#productmarketing #differentiation #positioning #marketing

Comments:

Watch the full video series here 👉 https://www.youtube.com/hashtag/bestphonesforever

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