Conde Nast Promo, Case study SAFE TEXT by Ogilvy & Mather London

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Industry Magazines, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency Ogilvy & Mather London
Art Director Mike Watson
Copywriter Jon Morgan
Editor Andrea Diotallevi
Released April 2010

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: CONDE NAST
Product/Service: WIRED MAGAZINE
Date of First Appearance: Apr 1 2010 12:00AM
Entry URL:
Creative Partner: Alasdair Graham (Ogilvy Advertising)
Copywriter: Jon Morgan (Ogilvy Advertising)
Art Director: Mike Watson (Ogilvy Advertising)
Head of Mobile Technologies: Scott Seaborn (Ogilvy Group UK)
Business Director: Tom Shattock (Ogilvy Advertising)
Planner: Stefanie Tuesley (Ogilvy Advertising)
Planner: Tim Jones (Ogilvy Advertising)
Planner: Nick Fell (Ogilvy Advertising)
Project Manager: Panagiotis Alafouzos (Velti)
Head of Business Development: Westley Gillard (Velti)
Account Manager: Meena Varma (Velti)
Account Manager: Hollie Alexander (Ogilvy Advertising)
Agency Producer: Matthew Ellingham (Ogilvy Advertising)
Digital Director: Sasha Dunn (Ogilvy Advertising)
Editor: Andrea Diotallevi (Ogilvy Advertising)
Sales Director: Tim Jones (Blismobile Media)
Media placement: Mobile - Mobile Internet - 1 April 2010
Media placement: Mobile - Twitter - 1 April 2010
Media placement: Mobile - - 1 April 2010
Media placement: Mobile - Digital OOH - 1 April 2010
Media placement: Mobile - Bluetooth - 1 April 2010

Results and Effectiveness
To date Safe Text has delivered over 100,000 mobile engagements for Wired and still counting.

Creative Execution
If you want to tell your best mate's wife you love her, your ex Boss exactly what you did with his teaspoon or just be endlessly cheeky to your mates without the burden of proof sitting on their phone, then Safe Text is for you. Given Wired’s followers are advocates of the connected world, Safe Texts enables recipients to send on their own Safe Texts to friends and colleagues. By incorporating a message about the anniversary issue, Safe Text has the power to spread further than its existing readership footprint. Safe Text is being seeded using Twitter and distributed via, digital OOH and through other Conde Naste publications (GQ) and PR. Safe Text is the lighter side of texting and a live demonstration of how Wired helps keep its readers ahead of the game in a world that can’t move fast enough.

Insights, Strategy & the Idea
Wired, renowned for bringing the ideas and innovations that map the changing world to its followers was celebrating its first anniversary. To celebrate we wanted to give readers, both now and future, a live demonstration of ‘The Future as it Happens’. Inspired by the spate of ‘sexting’ scandals hitting the news, Tiger Woods and Ashley Cole to name just two, we created Safe Text, a texting service as curious and original as Wired. Safe Text, is the future of texting. Through a combination of SMS and mobile Internet it’s the world’s first self-destructing text service. Enabling people to text whatever they want knowing that once read it will turn to digital dust.