Work:
Comcel Blackberry Phones and Service
Wasted Moments
Challenge
Blackberry is pioneer in the mobile communication market. But there is an “Always Connected” Target that they need to approach; there are young people that Comcel has not reached them with Blackberry yet.
For that reason, the objective of the campaign was to get Comcel Blackberry closer to a wider target of young people, who think that Blackberry is too expensive and only useful for corporate tasks. To also increase sales showing the product as a massive gadget and position Blackberry Comcel as the generic smartphone.Strategy
The campaign was a full integration of Above The Line, Below The Line and Digital Media.
Lattitud created the website www.momentosperdidos.com (wasted moments) a young, funny and interactive site, where the target could feel identified and they use that site as the backbone for all communications.
To take advantage of the creative concept “Wasted Moments”, all contact points were placed and created on places and situations that meant waste of time for people: Stop Ligths in avenues, Bank waiting lines, Restaurants, Malls, traffic jams, public transport vehicles and stations, etc.
The campaign had three phases of communication: expectative, launch and promotional.
- Expectative was created with funny language to get to target and generating word of mouth. People could download contents and send postcards as we constructed a database.
- The launch was used to show Blackberry-Comcel functions for users and non-users of Blackberry. The website contained a contest based on friends referal to earn points increasing Word of Mouse, as well as a game for earning extrapoints, discovering the Blackberry´s functions by ”killing” wasted moments.
- In the promotional phase a prizes plan was presented. To boost sales and multiplicate reach, the campaign was supported on a low price promotion
Results
- Total website visits: We surpassed the objective, achieving a 124%
- Registered Users: Achieved objective in 129%
- Electivity: Achieved objective in 130%
- Total Referred: Achieved objective in 104%
- Sales Increase: 27%
