DCM x Google Pixel | Turn Your Phone Off

With cinema already proving itself as a successful channel for previous Pixel campaigns, we knew we had the opportunity to push creative boundaries even further. The goal was simple: capture attention, generate excitement and position the Pixel 8 as the must-have phone in the minds of cinema-goers.

To meet the challenge, we took over the well-known ‘Turn Your Phone Off’ (TYPO) spot by utilising the magic of Dolby ATMOS to demonstrate how the Google Pixel 8 can magically erase unwanted sounds with  its Audio Magic Eraser feature – perfectly aligning with the cinema environment where sound is everything. DCM also placed the Pixel 8 ad in the Bronze Spot, ensuring it played just before the TYPO message, enhancing the creative flow in a high-impact space.

Google’s media-first approach blew cinema uplift benchmarks out of the water, driving significant increases in unaided awareness and consideration for the Pixel 8 – through making the most of the cinema environment and introducing the Audio Magic Eraser in a fresh and unexpected way to capture audience attention and deliver a memorable message. This campaign even took home the ‘Best Use of Cinema (Large)’ award at the  2024 Digital Cinema Media Awards sponsored by Campaign UK.