Hi Promo, Case study POKKIE FOETSIE

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Industry Telecommunications Services, Mobile Communications
Media Promo & PR, Case study
Market Netherlands
Released July 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: HI
Manager Communications: Yvonne Prins
Communications: Yvonne Boere/Dave Frauenfelder
Senior Consultants: Leontien Mees/Lot Bosch van Drakestein (Winkelman en Van Hessen)
Consultant: Hafida Abahai (Winkelman en Van Hessen)
Junior Consultant: Tomas Wiegerink (Winkelman en Van Hessen)
Creative Director: Mark Muller (FHV BBDO)
Art Director: Emilio de Haan (FHV BBDO)
Copywriter: Elwin Bes (FHV BBDO)
Creative Director: Jelle Kolleman (Red Urban)
Creative Conceptor: Merlijn van Vliet (Red Urban)
Art Director: Wouter Vanhaeren (Red Urban)
Media placement: Campaign On TV, Radio, In Cinemas And Print - Numerous National Media - 7 September 2009
Media placement: Press Release Re: Survey: 'Toilet Bowl Among Dangerous Places To Lose Phone' - Nat. Print (Telegraaf, NRC, Veronica Mag. Etc.); Nat. Radio (3FM, 538, Etc.) - 21 September 2009
Media placement: Social Media Prank On Hyves - 3.375.450 Views, 840.000 Unique Visitors On Leading Social Media Hyves - 1 October 2009
Media placement: Actors Of Commercial Do Unannounced Performances In Movie Theaters - Youtube, Numerous Well-Read Weblogs - 8 October 2009
Media placement: Enhanced Caution Wet Floor Signs - N/a (Guerrilla Marketing) - 8 October 2009
Media placement: Green Graffiti - N/a - 8 October 2009
Media placement: Consumer Rat Race - Leading Talkshow DWDD (VARA), National Radio (538), Numerous Well-Read Blogs - 12 November 2009
Media placement: Appearances Of Actors In National Media - Nat. Radio (Slam FM, Etc), Nat. Dailies (AD), Nat. TV (AVRO Ned. 1) - 1 December 2009
Media placement: Actors Of Commercial Do Unannounced Performance During Football Match - Youtube, Numerous Well-Read Weblogs - 12 December 2009

Summary of the Campaign
Hi is the leading Dutch mobile provider targeted on youth who see their mobile phone as a 'life line' – there is no way they could live without it. The provider wants to commit them to the brand by offering relevant applications to manage their social life. One of those is an online backup application for their phone contacts called Hi Telefoonboek (Hi Phone Book). To emphasise the backup application and consequently the advantages of Hi for the target group, Hi started a campaign which was largely PR driven. Strategy was subdivided in three stages: 1. Create awareness of the risk of losing your phone. 2. Create awareness of losing your contacts and your social life as a consequence. 3. Provide the solution for the problem (the digital backup application). The cross media campaign Pokkie Foetsie (street lingo for ‘Lost my mobile phone’) was initiated. A great number of PR tools were used. Results: increased commitment to the brand, growth in use of the application, numerous articles in all major dailies, several television coverage and a new commonly used term for 'mobile phone': pokkie and even for ‘I lost my phone’: [my] pokkie [is] foetsie!

The Goal
Goals/objectives: • Free publicity value: € 750,000 • Unaided brand recall: 49% • Brand appreciation: 6.7 out of 10 • Brand preference: 18% • Brand consideration: 35% • One national press coverage per phase • Create word of mouth • Target audience Young Socials and Power Consumers: young men and women between 18 and 24 who see their mobile phone as their digital alter ego (Young Socials) or as a means to get the most out of their life (Power Consumers). They store all their contacts in their phone. If they lose their mobile, they lose all their contacts and their world collapses, so to speak.

• Free publicity value: € 1,400.000 • Unaided brand recall: 56% • Brand appreciation: 6.9 out of 10 • Brand preferences: 19% • Brand consideration: 37% • Numerous national press coverage per phase • Extensive word of mouth: 193,000 • Google results for 'pokkie' (a term for mobile phone which was introduced with the campaign), 62,200 Google results for the campaign name (Pokkie Foetsie). • All targets were easily met and even surpassed. • With a free publicity value worth twice the estimation, and a brand recall, appreciation, consideration and preference that exceeded all expectations, Pokkie Foetsie was one of the most successful campaigns for Hi ever. • The impact of the campaign is illustrated by the fan dedication party hit single Dushi me Pokkie is Foetsie (“Baby, I lost my mobile phone”), which was written and produced without any initiative or interference of the campaign team.

First, an independent, representative survey about how many times Dutch people lose their phones and places where they lost them (so-called 'danger zones') was communicated to press. To increase impact, real life ‘danger zones’ for losing your phone were pointed out with posters, green graffiti and enhanced 'caution, wet floor' signs. After that, a commercial was broadcasted on national television. The commercials were backed up with numerous PR means: a prank designed for social media, unannounced live performances by the actual actors of the commercial and a rat race for consumers. The commercial got nominated for several Dutch prizes in advertising. With extensive press approach journalists were encouraged to write about the nomination. Furthermore, on the initiative of the PR agency, the actors performed during the half time of a football match. The campaign started in September 2009 and ended in December. There were no noteworthy adaptations.

The Situation
Hi is the leading Dutch mobile provider targeted on youth (18–24 years). Over time the Dutch mobile market has changed from a sales driven branch to a retention based market. With 'Hi Society services' - handy applications for all customers of Hi - the provider positions itself as an emotion based brand. Applications offer relevant added values for the target group to stay in contact with friends. Among those is ‘Hi Telefoonboek’ (Hi Phone Book), with which consumers can backup all their phone contacts automatically. Hi emphasizes on the advantages of Hi Telefoonboek with a largely PR driven campaign.

The Strategy
People hardly remember or write down phone numbers because they use their mobile phone to store all their contacts. As a result, they lose all their contacts if their phone gets stolen, lost or broken. For the target group this is a drama; they see their phone as a means to get the most out of their life or even as a 'digital extension' of themselves. The campaign has three phases: 1. Create awareness for the risk of losing your phone. 2. Create awareness for losing your contacts consequently and subsequently your social life 3. Create awareness for the solution: Hi Telefoonboek. To appeal to the target audience, they will not only have to be reached with advertisements, but more importantly with below the line means (like PR) that infiltrate in their world: on the streets and the internet and with free publicity in magazines and on radio and television.