OBJECTIVE + STRATEGY

Objectives: Design an experience that empowers expert marketers who are skeptical of our AI-powered solutions, transforming them to champion drivers with the help of Google AI's supercharged engine.

• Create interactive (touch, feel, push, listen, tap, jump) touchpoints through the experience that tie back to a consumer-first mindset.

• Find a way to make a complex subject easy to digest and familiar to our advertising audience. 

• Ensure that our key messaging, product advantages, and customer case studies come to life in a way that inspires marketers to act.

Strategy: In the fast-paced world of AI-powered marketing, Google is not just watching the race – we're leading it. With expert marketers as the drivers, their brands as the cars, and AI as the engine, we reveal an “under the hood” look at how Google can accelerate campaigns, brands, and next-level results.

Outcome: The Google AI Pit Stop - the ultimate performance center for professionals, where they can supercharge & multiply their marketing, embark on the journey from 10% to 10X and partner with Google to go beyond incremental gains. With an exhilarating racing game, explorative product moments, and trailblazing case studies, the Google AI Pit Stop reminds marketers it's not only about the machine; it's about the maestro behind the wheel.

Each guest received an NFC-enabled keychain to activate various experiences within the footprint.

Product information, customer & retail insights, and other barriers to adoption like measurement & privacy become more clear throughout the experience.

Perhaps most impressively, a track-driven McLaren Formula 1 car anchored the footprint with its sleek, papaya-colored livery and obvious dedication to acceleration and speed.

An interactive “tinker station” where guests learned about the tools and products that Google and YouTube have to offer.

Each physical dial, knob, and slider activated different products to accelerate your car to new checkpoints along the track. Overview videos of the product play at each checkpoint.

After hitting all the Pit Stop moments, guests captured a new pic for their Google AI Ads license photos in a speedy wind tunnel, commemorating all they learned about Google’s AI tools for ads to speed up their marketing power.

Current Google clients Samsung, Louis Vuitton, and Dyson took over the Pit Stop Garages to tell their own stories about their recent marketing campaigns using Google AI-powered Ads products.

Guests took a look under the hood by using the “magic” keychain to activate the products used within the car.

Beat your fellow marketers to the checkered flag in our custom-built driving simulation game and land a spot on the leaderboard!

Select a combination of traits for your simulated car and boost with specific objective attributes to race to the finish line.