situation
A global telecommunications company wanted to create a buzz of excitement around their latest innovative smartphone offering. The goal was to educate both the sales channel and potential purchasers about the product’s features and benefits.
solution
Since mobility is at the heart of the new device, we decided to build a mobile showcase and then create a full experience to bring it to life. We began by using a custom vehicle that would draw attention on the drive between sites. We replaced most of the seats with display areas and wrapped it, inside and out, with the campaign’s highly visible branding graphics.
Then we took it out on the road—literally!—on a four-month road show covering 9 major US cities and 29 secondary locations, including the client’s stores and tech expos. Each morning, our team would put on an exclusive event for potential customers (business owners) and key stakeholders in the purchasing process. They would be taken for a drive around town, with fun contests and guided activities designed to demonstrate all the features of the phone. During the afternoons, we’d stop at different high-traffic locations and give consumers a chance to experience the product. In the evening, we held parties in “cool” venues, aimed at enabling the carrier sales channel. Short presentations, quizzes and challenges were combined with visits out to the vehicle for demonstrations and to reinforce messaging. Participants also had a chance to win one of the new devices by demonstrating their product knowledge.
To promote the product during and after the campaign, we used multiple channels, including video, a personal blog, newsletters, a microsite with tour info and a video/photo competition.
results
- Direct interaction with 35,000 people
- Engaged with over 4 million more who saw the vehicle or campaign elements
- 94% of the event attendees described the product and event as “remarkable”
- 81% of customers were key decision makers
- 64% of channel customers were key decision makers
- 82% of knowledge quizzes completed were answered correctly
- Increase in activations for the new product
- This innovative B2B campaign has since won several Marketing and design awards
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