situation
Our client, a global telecommunications company, had two new smartphones to promote. Their prime target was the young, Gen Y audience, many of whom are early in their careers -- a group that spends more than the national average on their wireless services. The objective was to increase awareness of the new products and educate consumers about their features, driving traffic to retail stores to ultimately result in more activations.
solution
Our solution was to design a unique mobile experiential marketing campaign, which we then executed at a variety of retail phone stores, malls, University campuses and special events in four major Canadian cities. It was a four-month tour that engaged people and motivated them to interact with our client’s brand.
At the campaign’s core were two Smart Cars, branded with our client’s logos. It included customized doors that held working phones the public could try. This allowed consumers to experience the new products directly and see for themselves how easy they were to use.
One advantage of the campaign’s mobile platform was that it attracted attention and raised awareness wherever it was...not just onsite, but also en route.
Brand Ambassadors were with the cars at every stop, explaining features and advantages, and executing on-the-spot texting challenges. In return for sharing some basic personal information, consumers got a chance to win one of the vehicles being used in the campaign.
results
- This successful campaign was seen by over a million consumers in total
- Close to 20,000 people interacted with our Brand Ambassadors and 110,000 registered for the contest
- Strong, positive relationships were built with the staff in retail stores
- And, most importantly, activations of new devices surged wherever the campaign appeared
