WORLD'S 1ST HUMAN IPAD THEATRE

TitleWORLD'S 1ST HUMAN IPAD THEATRE
BrandASTRO
Product / ServiceASTRO ON THE GO
CategoryA01. Event & Field Marketing
EntrantMINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA
Sales Promotion/Advertising Agency:MINDSHARE MALAYSIA Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Sham Van Boonstra-Nasution Mindshare Malaysia Project Director
Jesrina Arshad Astro Asst Vice President/Digital Marketing
Sharmin Parameswaran Astro Asst Vice President/Coo's Office
Liew Chui Ying Mindshare Malaysia Activation Senior Executive
Wong Hon Kitt Mindshare Malaysia Activation Executive
Farah Fauzana Mindshare Malaysia Manager
Carol Chu Mindshare Malaysia Executive
Norshiha Tahir Mindshare Malaysia Senior Executive
Kesevan Balasingam Mindshare Malaysia Head Of Esp
Sheila Shanmugam Mindshare Malaysia Business Director
Paul Jim Cheah Mindshare Malaysia Creative Service Executive
Dayang Haniza Mindshare Malaysia Senior Executive
Haslina Omar Mindshare Malaysia Executive
Halmy Zahari Mindshare Malaysia Senior Activation Executive
Shafneezal Rashid Mindshare Malaysia Executive
Nazreen Hara Mindshare Malaysia Branded Content Manager
Diandra Marie Mindshare Malaysia Branded Content Executive
Enddee Chan Mindshare Malaysia Senior Activation Executive
Edmund Wong Mindshare Malaysia Head Of Digital

The Brief

To promote and activate Astro On The Go's App available on iTunes and as a URL on any laptop. Client wanted to get as many downloads of the App as possible and increase the awareness to consumers via a unique 1-on-1 basis.

Describe how the promotion developed from concept to implementation

We created a mobile activation that showcased the Astro content on one the devices - the iPad. We needed to show Astro's content in a larger than life and engaging manner to consumers so we decided to be a flashmob with a digital billboard made up of 48ipads. The 48 iPads formed the World's 1st Human iPad Theatre and showed the various Astro content of which after that the 48 iPads would split up and each promoter will have 1 iPad each to showcase the app itself to the consumers who had watched the flashmob and human iPad theatre.

Describe the success of the promotion with both client and consumer including some quantifiable results

Client was blown away as we they achieved 150,000 App Downloads in only 1 month. This result is a result which the client never expected. During our activation period, the client saw a spike in app downloads.

Explain why the method of promotion was most relevant to the product or service

The iPad is one of the devices that the Astro On The Go app is available on. It would be the most relevant device to showcase the Astro content. The iPad could also be used to showcase the App itself to consumers. Our method of the Human iPad Theatre literally showed how one can watch Astro's content on the go wherever, whenever and anywhere.