2012 Bronze Effie Winner “HTC Sensation 4G”

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In June of 2011, HTC was set to launch the Sensation 4G, the latest super-phone available on T-Mobile. ... AT&T for the iPhone and other Android devices.

2012 Bronze Effie Winner

“HTC Sensation 4G” Category: Media Innovation Brand/Client: HTC Lead Agency: Deutsch Inc.

Strategic Challenge Our challenge was to make a solid but late-to-the-party phone stand for innovation. In June of 2011, HTC was set to launch the Sensation 4G, the latest super-phone available on T-Mobile. Sensation was a great phone, filled with a dual-core processor and 4G go-fast bits and able to download the coolest in content in the blink of an eye. It was an innovative phone. But it was late to the party. For one, T-Mobile was already selling other 4G phones. In addition, T-Mobile was struggling just to keep, let alone attract, the primary target for the Sensation, savvy tech-forward consumers. Tech-forward customers were migrating away from T-Mobile to Verizon and AT&T for the iPhone and other Android devices. Between January and June, T-Mobile had lost over a half million subscribers (source: T-Mobile Q2 Report). To make matters worse, Sensation was set to launch in the midst of an Apple storm. Apple’s annual developer conference was taking place just days before the device launch, practically a guarantee that the press and tech blogs would be saturated with iPhone rumors. It would make it even more difficult to get the attention of a tech-forward audience. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Objectives 1. DON’T JUST SAY INNOVATION, BE IT. EVEN IN ADVERTISING a. Generate positive sentiment through PR and buzz, and increase HTC’s “innovation” credibility. i. PR Stories Goal: 100 stories through launch period 2. ENGAGE ONLINE WITH A TECH-FORWARD CONSUMERS a. Brand interactions i. Unique Users Goal: 730 (derived from previous G2 Google Goggles product launch campaigns)

3. SALES a. Make Sensation one of HTC’s top-selling devices at T-Mobile to date. i.

Sales Goal: 315,000 devices (based on latest top-selling HTC device at T-Mobile)

Insight We set out to learn more about this tech-forward audience. We knew from MRI data that they wanted the best; this was as true in life as it was for smartphones. We could rely on them to always be on the hunt for the cool and new. In qualitative, we really cracked the code. We learned about “impatient” – consumers felt that their phones couldn’t truly keep up with them. Many of them were using devices that didn’t fully deliver. For example, BlackBerries were super-efficient when it came to email, but the web experience was abysmal slow and confined to a tiny screen. “Sometimes I’ll have five or 10 minutes for a break to get a coffee and find a location of something. I need to get my phone. It’s sitting there taking forever. I try to have the patience with it, but I find it runs thin.” (Source: HTC qualitative research 2011) Sensation, with its dual-core processor working on T-Mobile’s HSPA+ 4G network, was the perfect antidote if it could get on their radar. To gain traction, we needed to elevate the campaign itself to address their impatience.

The Big Idea HTC Sensation, the phone and the campaign that deliver instant gratification. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Bringing the Idea to Life To bring the idea of instant gratification to life, we thought less about ads and more about Easter eggs. Our idea was that every creative execution would be an “Easter egg” that contained something inside, a piece of content waiting to be unlocked and discovered. This would speak to our target in two ways - one, by inviting them to put their tech savvy to work to get more from each ad than the ordinary person; two, by playing to their natural appetite for cool by serving up cultural currency. To bring these Easter eggs to life, the agency partnered with Google Goggles for the “unlock” mechanism that would appeal to this savvy audience. Google Goggles has an install base in the millions across iPhone and Android platforms and has gained a large following. The actual Easter eggs content took many forms, from video clips of up-and-coming bands to downloadable graffiti wallpaper by street artists. They were hidden everywhere: in digital, print, OOH, TV, cinema, and nontraditional postings/murals. Savvy consumers could unlock an egg by scanning the Google Goggles icon in each execution and immediately be served up a piece of cool content.

The agency worked with our media partners to develop 60 pieces of unique content . We built 60 coinciding web and mobile pages where users could download their content and learn what else there was to discover. There was also the ability to share downloads on Facebook and Twitter.

The Easter egg platform was also supported by big media like national TV & cinema, digital display media across entertainment, technology and video sites, mobile, print, OOH (malls, bus shelters, murals, panels). Content was developed in partnership with SPIN, Entertainment Weekly, IFC, Street Factory and Funny Or Die (to name a few).

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Communications Touch Points X Interactive

X TV

☐Retail Experience

X Spots

X Display Ads

☐POP

☐Branded Content

X Web site

☐In-Store Video

X Sponsorship

X Digital video

☐In-Store Merchandizing

☐Product placement

☐Video skins/bugs

☐Sales Promotion

X Social Networking Sites

☐Radio

☐Retailtainment

☐Spots

☐Podcasts

☐Merchandising

☐Gaming

☐Street Teams

☐Program/content

X Mobile

☐Tagging

☐Other

☐Wraps

X Print

☐Guerrilla

☐Trade/Professional

☐Packaging

☐Buzz Marketing

☐Newspaper - print

☐Product Design

☐Ambient Media

☐Newspaper - digital

X Cinema

X Magazine - print

X OOH

☐Sampling/Trial ☐Consumer Involvement

X Magazine – digital

☐Airport

☐WOM

X Custom Publication

X Transit

☐Consumer Generated

X Billboard

☐Direct

X Place Based

☐Mail

☐Viral ☐Other

☐Other

☐Email X PR

☐Trade Shows

☐Events

☐Sponsorship

Media Expenditures Sept 2010 – Aug 2011

YEAR PRIOR: Sept 2009 – Aug 2010 X Not Applicable

☐Under $500 thousand

X $10 - 20 million

☐Under $500 thousand

☐$10 - 20 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$500 - 999 thousand

☐$20 - 40 million

☐$1 - 2 million

☐$40 – 60 million

☐$1 - 2 million

☐$40 – 60 million

☐$2 - 5 million

☐$60 – 80 million

☐$2 - 5 million

☐$60 – 80 million

☐$5 - 10 million

☐$80 million and over

☐$5 - 10 million

☐$80 million and over

Owned Media Sponsorship The idea of unlocking Easter eggs came to life in different ways across the program, not just through Google Goggles. Unlocking Local Bands In HTC’s top five markets, we created stickers that would be on bar tops, in windows of coffee shops and music stores, on community chalkboards, and in many more places that we knew this target would frequent. Local bands from each market filmed a series of downloadable videos and songs that people could unlock from scanning the sticker. Entertainment Weekly and Get Glue Instant Summer Movies Through Entertainment Weekly, the agency created the first campaign to partner with Get Glue. Get Glue is an app that allows users to check into TV Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

shows and movies, see what their friends are watching and earn stickers (badges) as they explore new entertainment. In Entertainment Weekly’s “Hot Summer TV” and movie issues, people could unlock special videos where EW editors talked about the best summer entertainment. And moviegoers who checked into top summer movies would receive stickers and win prizes sponsored by HTC. After users had checked into a high number of summer movies, they received the “HTC Summer Movie Fan” sticker. SPIN Underground City Guides SPIN developed the “Underground Guide” where popular bands (the Cults, Airborne Toxic Event, etc.) created city guides to their personal hometowns accessible through a branded hub as well as a custom, detachable advertorial booklet within SPIN. This program extended to mobile, with Foursquare check-in tips offered at each location in the city guides. Funny or Die Viral Videos The agency created a video series parody of “Antique Roadshow.” We partnered with Funny or Die as a media partner to help us bring the idea to life. Funny or Die produced 16+ viral videos and three different shows titled “InterWebz Roadshow.”

Additional Marketing Components: X None ☐Pricing Changes ☐Couponing ☐Leveraging Distribution ☐Other (Please Explain)

Reach: National

Results How do you know it worked? We were overwhelmed by the response to our program. The number of unique users who scanned our ads blew past expectations. And the press was quick to give the campaign credit for being a “first of its kind.” This was a crucial win, considering this was exactly what the phone itself was lacking. In that sense, the campaign fulfilled the #1 objective of increasing HTC’s “innovation” credibility. 4. DON’T JUST SAY INNOVATION, BE IT. EVEN IN ADVERTISING: Goal 100 stories | Result 160 stories a. Generate positive sentiment through PR and Buzz, and increase HTC’s “innovation” credibility i. Actual PR Stories: 160 (exceeded our goal by 60%) with 404 unique articles and a total reach of 407 (Source: PR Agency 2011) “If you’re aiming a slick and (so far) well-reviewed new Android phone at an audience you’re calling ‘cultural curators,’ you probably want to bring some extras to your ad campaign.” Fast Company (June 17, 2011) "HTC has become one of the latest companies to embrace having their marketing efforts ‘Goggles Enabled’ to help generate interest in the products...It appears that you can 'collect' the different ads and unlockable content, a move sure to please you 'gotta have 'em all' types." - AndroidGuys ("HTC Using Google Goggles Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

to Promote Sensation 4G") (June 17, 2011) "HTC...is taking Google Goggles in a whole new direction with the HTC Sensation 4G ad campaign...the prizes are actually useful things, too. They include songs, music videos, episodes of web shows, and more. HTC, Google have really hit upon something that's going to make others take notice. Get yourself ready for much more targeted, interactive advertising that actually might get you something for looking at it. We know it's what you've always wanted." - The Gadget (June 18, 2011) “HTC is taking a step beyond QR codes with its new ad campaign for the Sensation 4G. Consumers can interact with the ads using Google Goggles." - Mashable (June 20, 2011) 2. ENGAGE With A TECH-FORWARD CONSUMER: Goal 730 unique scans| Results 14,000 unique scans The overwhelming amount of content scanned with Google Goggles proved we had served up the campaign in a way consumers had never seen before. Through closer analysis of the most popular pieces being scanned, we knew we had engaged our tech-forward consumers. a. Brand Interactions with the campaign i. Unique Users: 14,000 (exceeded our goal by 1,940%) (Source: Agency application metrics, August 2011) ii. 23,024 pieces of content viewed (1.64 pieces of content viewed per scan) (Source: Agency application metrics, August 2011) iii. YouTube had a 0.70% click-through rate (1,650% higher than the industry average with Telecom) (Source: Telecom, August 2011)) iv. The number-one most-scanned content was a print ad placed in WIRED Magazine with a total of 5,289 unique scans. (Source: Agency application metrics, August 2011) v. The Funny or Die produced viral videos and “InterWebz Roadshow” shows were the most successful content integration for HTC to date – receiving over 350,000 views. (Source: Agency application metrics, August 2011) 3. Sales: Goal 315,000 | Results 448,393 devices a. 448,393 Sensation devices in the first 90 days after launch, making it the best-selling HTC branded device on T-Mobile to date (Source: Agency application metrics, August 2011).

Why are these results significant? HTC and the agency were lauded by Google for their partnership. Google posted a press release on their blog, picked up within minutes by Fast Company and several Android-related blogs. Since then, Google has featured HTC’s campaign in their YouTube Video Showcase and Mobile Showcase. Google also plans to promote the Google Goggles’ collaboration with HTC and Agency with another press release in November 2011, titled “Better Together.” "We enjoyed working with HTC on this campaign and were really impressed with their creativity in adding the Goggles logo to their TV spots and digital ads, in addition to the more obvious placements in print and OOH." - Grace Dolan, Head of Mobile Search, Technology (2011). Moreover, this campaign set a new standard in campaign measurement. For the first time, using Google Analytics, we could track standardized engagement across all media types (TV, print, OOH, and digital). What we saw was that nine out of the top ten pieces of content were from offline media. Consumers were engaging the most with our street artist-created downloadable wallpapers, which were pieces of content that ranked first, fifth, and sixth. Our most-engaged audience members were the readers of WIRED, further proving our “instant gratification” messaging resonated with the tech-savvy audience. While the reach of TV was the greatest, the Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

content came in at number three behind WIRED and People Magazine. Additionally, we saw that placing contextually relevant content within places targeted at the right audience proved to be successful. Our downloadable New York street artist wallpaper was unlocked through Out-ofHome placements in bars and on murals in NYC. The single “Call Your Girlfriend” by Robyn was a top performer for our in-mall placements. This research will help refine all media planning moving forward. (Agency application metrics, August 2011)

Anything else going on that might have helped drive results? Between June and the end of August, T-Moblie supported the launch of the Sensation with just over $3.5M in measured media, most of which was spent on television and online efforts.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2012: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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