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Droid is a brand we conceived, named and built from the ground up. Time Magazine recently named it #20 on it's list of the 50 most influential gadgets of all time. The fate of Android was hanging in the balance when we launched Droid. Today it's about dead-even with iPhone. (Both hold about 45% share of the U.S. market.) Its success forced Apple back to the bargaining table with Verizon. Ultimately, Verizon got a better deal than AT&T to put the iPhone on its network. For more back story on how we created a brand from the ground up click BRAND CREATION +
No one had ever openly antagonized the iPhone. But the iPhone had significant short-comings that Droid's flagship device solved. The iPhone "fanboys" were outraged. But we knew there was simmering frustration about the iPhone that we could tap into. I DON'T went viral immediately.
This aired on the actual launch day. The client had hoped to sell 500,000 units in 6 months. We sold a million in 30 days. We went on to launch sixteen more Droids.
We mapped out the launch in steps. At this stage we wanted to articulate what the brand was all about.