Android Avenue at Mobile World Congress

BRANDFUEL

Welcome to Android Avenue - a 216 metre outdoor exploration of the world’s most-used operating system at MWC 2023 in Barcelona, the world’s largest mobile industry event.

By creating a series of familiar environments, mini-worlds and engaging in-person demos at the four-day show, Brandfuel illustrated how Google’s innovation on Android makes everyday life safer, more personal, more fun and, in fact, virtually effortless. The accent was firmly on accessibility: the Avenue showed visitors that the Android ecosystem of products is entirely integrated, no matter which device consumers use.

EUROPE

CHALLENGE

Having partnered with Android to deliver their outside space at MWC since 2011 there has been one recurring challenge – build time. The installation has to be constructed in 48 hours and derigged in six. It entails 24 truckloads of equipment and is constructed by a crew of almost 300 people.

STRATEGY

We created beautiful spaces and gardens for people to enjoy. Our brief was to demonstrate clearly how Android’s clever technology works together in everyday life. We achieved this with our focus on the Home, the Garden Home, our Sustainability Garden, our Photographer’s Garden, The Gallery, and our Smoothie Bar.

In addition, our four mini-worlds created a real sense of “playfulness” and “joy”. They used:

A Nest Hub Max as a mini drive-through cinema
A phone as a mounted TV in a mini-doll’s house
The new Samsung Flip phones as sun loungers in a “mail box”
The turn on/off lights mode to switch on a mini-streetlight scene

The delight was in the details: the bothead mobile in the nursery; the music lyrics on the spinning seats; the big screen animated bugdroids; the information desk bothead sign; the smoothie bar bugdroid made out of fruit, and the playful messaging throughout.