Chromebook: It's Switching Time

Google Chromebook, a laptop brand, encouraged consumers to switch from using a Windows laptop to a Chromebook with its direct and humorous campaign It's Switching Time.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact

Launched in 2011, by 2017 Chromebook was still challenged by the binary choice people were making between Microsoft Windows and Apple iOS, too often dismissed as a 'lesser' contender. Following significant product improvements and increased popularity of cloud-based computing, the brand relaunched in 2018. Two initial campaign waves set out to attack the 'old way of computing' and elevate the pain of the category. The third wave had one clear goal: to drive Chromebook sales by winning over current Windows users who were 'sleepwalking' - in auto-renew...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands