Google DM HEAT MWC by Jung Von Matt/Strommen Stockholm

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HEAT MWC

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Industry Mobile applications
Media Direct marketing
Market Sweden
Agency Jung Von Matt/Strommen Stockholm
Art Director Daniel Wahlgren
Copywriter Magnus Andersson
Released February 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: GOOGLE
Product/Service: MOBILE APP
Agency: JUNG von MATT
Date of First Appearance: Feb 9 2011
Entrant Company: JUNG von MATT, Stockholm, SWEDEN
Entry URL: http://www.ourentries.se/heatmwc/
Copywriter: Magnus Andersson (Jung von Matt)
Art Director: Daniel Wahlgren (Jung von Matt)
Account Director: Jan Casserlöv (Jung von Matt)
Planner: Leon Phang (Jung von Matt)
Visual Director: Daniel Forero (Jung von Matt)
: Production Company (Monterosa)
: Production Company (Duo Blau)
Media placement: IPhone App - Apple App Store - 9 February 2011
Media placement: Android App - Android Market + Http://heatmwc.com/ - 9 February 2011
Media placement: PR - Magazines, Blogs Etc - 9 February 2011
Media placement: Campaign Site - Http://heatmwc.com/ - 9 February 2011

Describe the brief/objective of the direct campaign.
Engage delegates during the world’s biggest congress for the mobile industry - MWC in Barcelona 14-18 February 2011.
The target was C-level executives. Men in suits, the hardest target group there is. The challenge was they think they know everything and don’t want to do anything.
We had to help the target group do what they came to MWC to do, in a new and useful way. Connected to Google's DNA search.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People go to MWC to experience the world's best in the mobile industry - live, first hand. Plus to meet others, network and do business. But it's hard to know where the action is.

We made an app that helped delegates find the hottest popular spots at the event and around town, and connect to fellow delegates. Using Google's technologies with a brand new art-inspired visual interface.

The app was extremely simple to use (demanding almost nothing from you) so everybody should be tempted to try it.

Explain why the creative execution was relevant to the product or service.
The app "Heat MWC” helped you to search and connect, exactly what Google's DNA is all about.

Apart from a promo film on YouTube which explained how the app worked and search word advertising which pushed people to our landing page where you downloaded the app, we also handed out flyers at the event.

The app had a new kind of visual interface: a heat map showing you in real time where others were during the congress - at which keynotes, halls and bars. The most interesting places were shown in red. You could zoom and even filter on for example nationality. When you found a new business contact you just bumped your phones to exchange contact info, and paved the way for future business.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
10 638 app downloads (60 300 delegates at MWC).

Average time using app: 30 hours, 5 minutes per person – in just four days.