Droid Case Study

In August, 2009, Verizon came to my agency with a new smartphone they needed an ad campaign for. The device would run on a then little-known operating system called Android. They had named the phone Tao. I suggested they rename it, simply, Droid. The year of its launch, Droid was named Gadget of the Year by Engadget and Time magazine, named the #1 Hottest Brand by Ad Age in 2010, and in 2011, the Droid advertising campaign won a silver Effie for effectiveness in advertising. And the year we launched Droid, my agency was named "Ad Agency of the Year" by Ad Age. This is the case study.