When Google needed help persuading customers to make the switch from iPhone to Pixel, we targeted the people with direct influence over the sale: retail employees. VSA named and designed the Ph.G program—including its logo—to creatively engage, educate and motivate retail sales associates (RSAs) in big-box stores to instill brand love for Google and in turn evangelize Google hardware to their customers.
Our first wave of engagement tools was designed to create an experience that was uniquely Google, using the playfulness of the overall identity to create moments of surprise, delight and brand love. Entertaining educational content and design, paired with exclusive swag items and training modules, made RSAs feel more like extensions of the Google brand who were getting a peek behind the curtain.
As an ongoing initiative, these training materials get a refresh each season, with new visuals and content themes to keep the program feeling fresh, engaging and relevant—but always with the playful Google spirit. One of our favorite designs was the magic kit, which manifested Google’s helpfulness into an ethos of magical simplicity.
Subsequent programs also expanded beyond the Pixel to other Google products. Like the Googleverse, which explores the interconnected hardware Google offers.
Most recently, we gave RSAs the influencer treatment with an interactive training kit. The kit was built to spark excitement and deepen understanding of the new Google ecosystem in a memorable, hands-on way.
Over the years, RSAs shared their unboxing experiences on social media and the online training platform, creating an ecosystem of discovery and engagement across all program touchpoints.
