Htc Promo HTC WILDFIRE EXPERIENCE by Fearlessly Frank

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HTC WILDFIRE EXPERIENCE

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Industry Mobile phones, devices & accessories
Media Promo & PR
Market United Kingdom
Agency Fearlessly Frank
Director Nick Angel
Creative Director Wayne Guthrie, Benjamin Little
Art Director Victoria Fulton
Copywriter George Mcdonaugh
Producer Selina Dey, Jago Lee, Catherine Lockwood, Kristian Brodie
Released June 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: HTC
Product/Service: SMARTPHONE
Agency: FEARLESSLY FRANK
Date of First Appearance: Jun 6 2010
Entrant Company: FEARLESSLY FRANK, London, UNITED KINGDOM
Creative Director: Wayne Guthrie (Fearlessly Frank)
Creative Director: Benjamin Little (Fearlessly Frank)
Art Director: Victoria Fulton (Fearlessly Frank)
Copywriter: George McDonaugh (Fearlessly Frank)
Producer: Selina Dey (Fearlessly Frank)
Producer: Jago Lee (NERD)
Director: Nick Angel (NERD)
Producer: Catherine Lockwood (Flourish)
Animator: Tom Judd (Agile)
Producer: Kristian Brodie (Agile)
Media placement: Online Banners - HTC Facebook Pages - 7 May 2010
Media placement: Animated Films X 3 - HTC Facebook Pages - 15 May 2010
Media placement: Online Film 'Jim's Day' - HTC Facebook Pages - 20 May 2010
Media placement: Outdoor - Pan-European - 28 May 2010
Media placement: Facebook App - HTC Facebook Pages - 6 June 2010

Describe the objective of the promotion.

Our task was to launch the HTC Wildfire to 16 to 25 year olds, increase general brand awareness across Europe for this audience and develop a strong social media presence from scratch.

Describe how the promotion developed from concept to implementation.
We had a difficult audience to talk to - but a solid insight to work with. Whatever technology offers (for this audience in particular) there’s still nothing as important as friends. As Wildfire was all about friends (bringing them into the palm of your hand) we thought the solution to the brief was to offer the opportunity to do it for real - especially given that the most relevant channel, social media through which to reach our audience was also the most efficient to implement the idea.

Explain why the method of promotion was most relevant to the product or service.
The average 16 to 25 year old uses multiple social media platforms. HTC’s Wildfire handset is built around a proprietary app - Friendstream - that aggregates its users’ various social networks into one convenient feed. So, a pure Facebook initiative was a perfect fit.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In terms of our target market, the campaign massively exceeded expectations. Throughout the event there were 615,000 video views, 361,000 page views, over 4,500 hours of video watched, 40,000 new fans and 2,949 ideas submitted. As for the client? Sales figures of Wildfire exceeded projections by 295%.