Carphone Warehouse Design & Branding BRIGHTSTAR STUDIO by CHI & Partners London

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BRIGHTSTAR STUDIO

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Industry Telecommunications Services, Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency CHI & Partners London
Creative Director Warren Moore
Art Director Dan Beckett, Tom Skinner
Producer Marcus Eley, Rory O'connell
Digital Creative Director Thiago Demoraes
Released August 2010

Credits & Description

Category: Online Digital Design
Advertiser: CARPHONE WAREHOUSE
Product/Service: TALKTALK TELECOM
Agency: CHI & PARTNERS
Date of First Appearance: Aug 21 2010
Entrant Company: CHI & PARTNERS, London, UNITED KINGDOM
Entry URL: http://www.talktalk.co.uk/index.html
Executive Creative Director: Warren Moore (CHI & Partners)
Creative Director: Warren Moore (CHI & Partners)
Digital Creative Director: Thiago DeMoraes (CHI & Partners)
Copywriter: Tom Skinner (CHI & Partners)
Art Director: Tom Skinner/Dan Beckett (CHI & Partners)
Producer: Rory O'Connell/Marcus Eley (CHI & Partners)
Production Company: B Reel (B Reel)
Interactive Producers: Steve Hawes/Mei-lin Rawlinson/Eva Mautino (CHI & Partners)
Interactive Production: B Reel (B Reel)
TV Director: Oscar Tillman
Account Team: Suzy Wheal/Samantha Brown/Fiona McGillivray (CHI & Partners)
Media placement: On-Line - X Factor - 21st Aug 2010

Describe the brief from the client
X Factor sponsorship plays a crucial role for TalkTalk - raising awareness and increasing brand affinity amongst families. Our learnings show that brand communication that fails to get consumer participation is increasingly wasted. Communication must be so powerful and entertaining people won’t skip it but join in and ideally pass it on.

We were tasked with developing a concept that utilized cutting edge technology, whilst ensuring the mechanism was still fun, easy to use and had mass appeal resulting in people associating TalkTalk with being fun and fresh.

Describe the challenges and key objectives
The main challenge was to ensure our advanced augmented reality technology remained accessible through ease of use, and fun-ensuring high levels of participation. Therefore whilst needing to be aesthetically pleasing, our website also needed to ensure a streamlined user journey through simple navigation and functionality.

Consistency was key to bring all the various elements (singing, dancing, band playing, make your own music album cover) together to create a cohesive campaign from start to finish.

We set ourselves the huge task of driving 1m unique site visits and 100K user generated uploads at the BrightStar Studio website.

Describe how you arrived at the final design
With 150k people auditioning for The X Factor every year, we knew there was an army of fans out there who love singing and dancing and want to get on TV. We wanted to ensure that each fan was able to create their own unique, personal experience that could be shared.

At the TalkTalk BrightStar Studio, using their webcam, X Factor fans could create their very own music video, enter into the online charts and share with friends on Facebook. The best ones were chosen each week and broadcast to up to 20 million viewers in The X Factor ad breaks.

Give some indication of how successful the outcome was in the market
1.075 million unique visitors came to the site, creating over 130k user-generated uploads - a 116% increase on 2009. A call to vote for the show’s final idents sparked frenzy as fans spread the word, bringing 200k new people to the site and generating 370k votes during the 10 day promotion. We even reached Hollywood, helping to launch 9-yr old Willow Smith’s first single “Whip My Hair” on the platform.

Whilst the above results are a resounding success, the best result of all is seeing almost every fan who submitted a video having fun while they engaged with TalkTalk.