Overall:

Android could see that over 30% of their users were downloading redundant 3rd security party apps, indicating an insecurity around the level of protection provided by Android, a well-known open-source system.

Assignment:

Through the launch of Google Play Protect, decrease the number of 3rd party downloads and increase the perception around the strength of Android’s security, communicated through a PDP and campaign.

Insight:

Android users feel safe and in control of their own data security, when they are able to download an app, and if they can see an app working 24/7 to keep them “safe”.
Additionally, the trust in Google is very when it comes to security. So we needed to surface the power and depth of Google, to install peace of mind in our users, so they could confidently move forward.

Result:

www.android.com/play-protect – A PDP focusing on main messaging pillars around “Peace of Mind” and “By Google”. Additionally a campaign which is yet to launch. More information upon request.

Role:

Comms Planning, Campaign Strategy