Samsung's new Ultra range of mobile phones are the world's slimmest. And most striking when actually held in the hand. So how to get them up close and personal with our core target of 25–35 year old style-conscious males?
A busy, trendy bar. A gorgeous girl stands around anxiously, making fleeting eye-contact with a group of guys (who just happen to fit our target profile). After a minute or two fiddling with her cellphone, she approaches them to ask how long they've been there. Turns out, she's supposed to meet her sister but she's late and thinks her sister (who's even more gorgeous than her but very scatty!) may already have been and gone. She shows the guys (now very interested) a pic of the ‘missing' sister on her new mobile.
She then says she may have got the venues mixed up and her sister's probably at the pub around the corner. She's going to pop over there and check but…
what if her sister arrives while she's gone? She gives them her business card and asks them to call should her sister arrive in the interim, before rushing off. Guys discuss her (as guys do!) and notice on her card that she's a Personal Trainer.
Five minutes pass and, lo and behold, her sister arrives. The guys - being guys - call the number to be greeted by her voice-mail, thanking them and offering them an incentive to purchase the ultra-stylish Samsung X820!
We ‘sampled' our target consumers over a Friday and Saturday night. The number of calls to the ‘voice-mail' was a phenomenal 56% response!
From a client perspective this is what Justine Hume (Marketing Manager, Mobile Phones) had to say, “This campaign was a fresh innovative way to get prospective consumers to interact with our product. We ultimately managed to not only get people talking into, but also about our phones to others. Well done!”
