Title | DOWNLOAD A SMARTPHONE |
Brand | MTS INDIA |
Product / Service | MOBILE DATA TELEPHONY |
Category | E01. Social |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company | CREATIVELAND ASIA Mumbai, INDIA |
Advertising Agency | CREATIVELAND ASIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sajan Raj Kurup | Creativeland Asia | Creative Chairman |
Anu Joseph | Creativeland Asia | Executive Creative Director |
Srijib Mallik | Creativeland Asia | Chief Operating Officer |
Sanket Avlani | Creativeland Asia | Senior Creative Partner Art |
Girish Narayandass | Creativeland Asia | Creative Partner Copy |
Radhika Sukthankar | Creativeland Asia | Creative Partner Art |
Ankit Kalkar | Creativeland Asia | Creative Partner Digital |
Ritesh Rao | Creativeland Asia | Business Head Digital |
Anil Yadav | Creativeland Asia | Creative Partner Digital |
We made Canvas-Blaze the first smartphone you can download. 20 phones were up for download on our micro-site www.downloadsmartassphone.in Users had to register with their address and phone-number to be able to start downloading. To be among the first 20, people had to share their download progress. The more they shared/tweeted, the faster their download progressed. We identified 20 leaders and dispatched our local teams to their address. The exact moment the download was complete, to their greatest surprise, the phone was handed over to them.
Response & Return on investment: Our website www.downloadsmartassphone.in got over 3 million hits in 72 hours. We had over 100,000 active participants who actually attempted to download the Smartphone. The conversations and the campaign ended up receiving more than 30 million page impressions and 15 million timeline deliveries through shares and tweets. And it all resulted in 56% of Canvas Blaze phones being sold out in the first two weeks of the launch. We couldn't expect 20 smartphones to deliver a better ROI.
The objective of the MTS Download A Smartass Phone direct response campaign was to use the launch of the new internet bundled MTS Smartphone Canvas Blaze, as an opportunity to create an engaging social promotional contest that got the gadget freaks within the internet community to barter social currency in return for an opportunity to own this swanky new handset. Insight: Be it movies, music, TV shows or games, the internet usage of our young online audience is marked predominantly by downloads. Strategy: We thought, what if we propose the idea of downloading something impossible? The idea: We created a multi-platform campaign/promotion where we offered Canvas Blaze as the first smartphone you can download. 20 phones were up for download on our micro-site www.downloadsmartassphone.in Relevance: The MTS Canvas Blaze Smartphone with an internet bundle was targeted at the 16 to 25 year old internet/digital natives. The idea of downloading something impossible, like a smartphone, was unbelievable but intriguing. This creative execution relevantly created a unique engagement platform for the brand.