Results and Effectiveness

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 within the first two weeks of the launch. We couldn't expect 20 smartphones to deliver a better ROI.

Creative Execution

We made Canvas-Blaze the first smartphone you can download. 20 phones were up for download on our micro-site www.downloadsmartassphone.in We started with a teaser campaign on Twitter called #iwishicoulddownload to create buzz. We ran the same hashtag on Facebook using visual posts. When this hashtag started catching on and trending nationally at the number 1 spot, we introduced the website and shared the impossible proposition of downloading a smartphone. We constantly monitored participants’ progress and waited outside the homes of the leaders. Those who reached 100% download, actually got it hand-delivered, the exact moment their download was complete. The campaign used multiple platforms to maximise its impact. Starting with the teaser campaign on twitter, the microsite that was intelligently linked to social platforms and the offline finale where we hand-delivered the smartphones.

Insights, Strategy and the Idea

The objective was to launch the new internet bundled MTS Smartphone Canvas Blaze and engage the gadget freaks within the internet community to create buzz around the new phone. 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 Users had to register with their address and phone number 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 hand-delivered. This online multi-platform promotion culminated into an instant offline reward.