Nokia
CLIENT Nokia (Malaysia)
PROJECT ‘Ncounter’
DURATION September to October 2007
CATEGORY Mobile gaming
AIM To help Nokia Nseries owners make the most of their phones, boosting awareness of their WiFi features and show Nseries owners how easy and fun using their phones to go online could be.
EXECUTION Nokia is Malaysia’s leading brand of handsets with multimedia functions. In a campaign by Arc Worldwide, registered Nseries users were invited to visit any of more than 200 participating WiFi-enabled cafes. There they could go online to play an arcade-style mobile game and win prizes such as coffee and ice cream vouchers that they could use within the cafe.
RESULTS Out of a total of 9,000 Nokia Nseries owners who had registered their phone in Malaysia, 1,313 visited the cafes and played the game
SE
CLIENT Sony Ericsson (Singapore)
PROJECT ‘I @ Our Song’ Sony Ericsson W880i 3D Bus Shelters
DURATION May to June 2007
CATEGORY Bluecasting
AIM To attract a young, in-the-know crowd accustomed to instant gratification in the digital age.
EXECUTION Sony Ericsson planted an outdoor campaign at bus shelters to catch young riders’ attention after research showed that, while waiting for the bus, they turn to their technology. It used giant W880i phones capable of playing real music and with Bluetooth sharing capabilities, like the real phones. Users could download 30-second music clips from these outdoor sites for free.
RESULTS There were 4,049 music downloads across six weeks. Among the target audience, consideration of Sony Ericsson as a leader in music technology rose from 5% to 46% between Q1 and Q2.
EMI
CLIENT EMI (Taiwan)
PROJECT ‘Jolin Tsai Agent-J’
DURATION September to October 2007
CATEGORY SMS/ringtone
AIM To encourage fans of singer Jolin Tsai to buy album Agent-J pre-release rather than wait to download it illegally.
EXECUTION Mobile was used as part of an integrated campaign involving a film based around Agent-J, the DVD of which was available only with advance orders. A pre-launch SMS drive offered VIP tickets to the film premiere. A website also offered a downloadable ringtone in the style of a voicemail detailing Tsai’s mission in the film. Posters, PR and concerts helped amplify the campaign.
RESULTS Agent-J was Taiwan’s top-selling album of 2007, and 80,000 copies of the film and album were pre-ordered. More than 27,000 people requested the downloadable voice message, and 15,000 applied for tickets to the VIP premiere.
Pizza Hut
CLIENT Pizza Hut (Hong Kong)
PROJECT Pizza Hut MyClick campaign
DURATION January to April 2008
CATEGORY Camera/mobile site/coupons
AIM To alert customers of Pizza Hut’s new delivery hotline and generate revenue by encouraging them to play a mobile game in which they win dining coupons.
EXECUTION Pizza Hut armed its pizza boxes, posters, print ads and website with an emblem using a MyClick frame (a way of embedding hyperlinks into printed images). Customers with MyClick on their phones could take a picture of the emblem using the phone’s camera and be transferred to Pizza Hut’s mobile site. There they could look at latest promotions, download TV ads or play a mobile game based around the company’s new delivery phone number.
RESULTS About 3,500 images were taken and 600 TVCs and games and 1,200 coupons were downloaded.
WAO
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CLIENT Women’s Aid Org. (Malaysia)
PROJECT ‘Call for Help’
DURATION January to April 2007
CATEGORY Voice message/SMS
AIM To alert Malaysians that violence against women can happen any time. By saving the WAO’s hotline number onto their phones, everyone could save a life.
EXECUTION The WAO sent out a phone message that appeared to be a recording of a woman being abused. In the message, she called for help from the receiver before she was cut off and the line went dead. Minutes after the call, the Organisation sent an SMS to the recipients, reading, “If ur a victim of violence or worried about someone who is, call the Women’s Aid Organisation at 03 7956 3488. Save this number & you could save a life. Pls fwd this msg.”
RESULTS The message was sent to 1,500 people and each forwarded the text to an average of 4 people each.
