ABOUT

Launching a new device is always an exciting challenge for us. Launching a new device with groundbreaking AI intelligence software takes that to a whole new level. The new Google Pixel 9 Pro with the cutting-edge Google Gemini AI features pushed us creatively - and the results are unbelievable.

Our strategy was to bring to life how Google Gemini can enhance our everyday lives. With this in mind, we created Pixel Path.

Pixel Path is a gamified winding trail that unpacks the AI features in an engaging manner - from the device analysing contents
of a fridge to give meal ideas - or a spectacular lenticular printed poster to demonstrate the ‘add me’ function as you move
along the path. It also provides other tips and tricks as you move around the dedicated area in the store.

At TCC our audience’s mindset is always the focal point of our approach. AI represents a brave new world of tech which can potentially be quite alienating. We want our customers to get to grips with the new Google Pixel 9 Pro but to also make the Google Gemini AI features real and tangible. The Pixel Path delivered that.

We wanted to ensure that the in-store launch experience was energetic, educational, and entertaining all in one, and came up with the Pixel Path experience – an interactive floor vinyl path which took the viewer on a journey to learn about the features of Gemini AI firsthand. From the start of the Pixel path, customers walked through a typical day’s experiences, from planning a trip, sending emails, and posting on social media, each highlighting where Gemini AI could help make these daily activities easier and quicker. Designed using the Gemini and device colours, the experience was a full immersion into the world of Google.
To further highlight how Gemini AI can improve customers day-to-day productivity, we put together a bespoke retro fridge stocked with various foods. Customers were encouraged to use the Pixel 9 Pro device to take a photo of the food props and ask Gemini what they could make for dinner with what they had.
To top it off, running throughout the store were multiple entry points to a bespoke competition where customers could win a £500 prize of their choosing.
- Reveal the Meal: A retro fridge installation encouraged customers to first-hand experience the ways the devices with Gemini AI can improve their daily lives
- The Pixel Path: The bespoke floor vinyl takes visitors on a journey of what their day-to-day activities could look like with Gemini AI
- Reimagine and Add Me demos: Showcasing the incredible AI-powered photo editing features with spectacular lenticular displays
- Exclusive competition: Throughout the store experience, customers could scan a custom QR code to enter an exclusive competition. The prize was worth £500.
- Hospitality and food theatre: Visitors were treated to Pixel pretzels, Pixel Path trail mix, and Pixel biscuits—custom treats to create an engaging, multisensory and immersive brand experience


The results
The result was an energetic and unforgettable store experience. The installations, demos, and food theatre immersed customers into a more efficient day-to-day life, encouraging customers to vividly envision a life with Gemini AI. The message was powerful: the Google Pixel 9 with Gemini AI will be your own personal assistant in your pocket.
- Game-changing dwell time and engagement rate: 80% of customers entered the competition via more than one QR code, suggesting strong engagement with the experience as a whole.
- 3,500 customer food theatre experiences
- 867 unique competition entries
- Supporting digital campaigns garnered above-benchmark click-through rates and significant impressions, driving strong store visit numbers and generating buzz.