Everyone knows Google. But when it comes to phone plans, Google wasn’t a known player. So, when launching Project Fi, their wireless phone plan, Google needed an idea that would lift them above the industry’s noise.
Most people view their phone plan as a necessary evil. Project Fi customers report extremely high satisfaction ratings. Kinda odd for a phone plan. We tapped into the science of satisfaction to celebrate the feeling you get when something exceeds expectation.
To further spur awareness, we made the Project Fi logo a center point of the campaign and an irresistible symbol of satisfaction. Nothing like a little pink fur and feathers to aid in brand recognition.