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...