Play - fourth operator entering Polish market wanted to differentiate from its competition. It also wanted build the largest possible range even before its official launch!
challenge
By 2006, the polish mobile market was shared by three players. They offered alike products and functioned according to the standard relationship brand-customer. Our action: Here comes the 4 (in polish – Nadchodzi4) – was a teasing campaign of the introduction of this fourth telecommunications operator (Play). It completely revolutionized the market, overthrew the existing order, and forever changed the way we communicate with customers.
Solutions
The teaser action was focused on creating the image of Play as a multimedia operator with the most modern phones and solutions on the market. And most importantly, that the offer of this operator will be prepared according to the actual needs of its customers as they expect it.
Therefore we have created a community of beta testers who tested the products and services of the new operator. Sharing their opinions and feelings about it - they generate buzz (online and offline). We were constantly inspiring gathered community using integrated online and offline communication, creating events and using viral marketing.
Thanks to online campaign with dedicated website we gathered over 250 000 people that wanted be a part of the project. We selected selected 18 000 active ambassadors out of these. We handed them 18 000 mobile phones and signed contracts with them on testing services and generating buzz around the project and the 4th mobile operator. We did it within 2 weeks during a series of events in Warsaw (capital of Poland) and Tri-City (metropolitan area in northern Poland), where we also trained them on:
making buzz
new mobile network capabilities and new multimedia phones
specifics of communication on YouTube (that was just entering international markets) – we’ve taught them how to do movies and share them in social media
writing blogs mobile blogs and usage of other social networking tools.
Our task was to constantly inspire them, encourage and create conditions for the best spread of information about the new brand and our project. We used:
Viral movies
Blogs and photo blogs
Mobile blogging
Contest Applications
Sharing their passions
Evaluating and commenting
Small events organized „ just4you” as awards in contests
Buzz moderators’ activity not only in internal portal of the action, but also in the whole Polish Internet cloud.
Therefore we have created a community of beta testers who tested the products and services of the new operator. Sharing their opinions and feelings about it - they generate buzz (online and offline). We were constantly inspiring gathered community using integrated online and offline communication, creating events and using viral marketing.
Thanks to online campaign with dedicated website we gathered over 250 000 people that wanted be a part of the project. We selected selected 18 000 active ambassadors out of these. We handed them 18 000 mobile phones and signed contracts with them on testing services and generating buzz around the project and the 4th mobile operator. We did it within 2 weeks during a series of events in Warsaw (capital of Poland) and Tri-City (metropolitan area in northern Poland), where we also trained them on:
making buzz
new mobile network capabilities and new multimedia phones
specifics of communication on YouTube (that was just entering international markets) – we’ve taught them how to do movies and share them in social media
writing blogs mobile blogs and usage of other social networking tools.
Our task was to constantly inspire them, encourage and create conditions for the best spread of information about the new brand and our project. We used:
Viral movies
Blogs and photo blogs
Mobile blogging
Contest Applications
Sharing their passions
Evaluating and commenting
Small events organized „ just4you” as awards in contests
Buzz moderators’ activity not only in internal portal of the action, but also in the whole Polish Internet cloud.
Results
It was the first such venture on such scale in Poland and probably in the whole world. It shook the market and achieved outstanding results. On commercial day one of the new mobile – the awareness of the existence of a fourth operator was 30%. Moreover the brand received the title of a multimedia operator. Additional effects of this action:
more than 800 videos posted on the web and tagged with Nadchodzi4 name
network has been fully tested with no black PR (beta testers felt the co-creators of a new mobile network)
more than 50% of participants have signed long-term contracts (we were responsible for telemarketing here, too)
a big chunk of 250 000 people who want to take part in the action also decided to sign a contract with PLAYThe project was repeatedly discussed in the press and on the Internet. It also was awarded with:
more than 800 videos posted on the web and tagged with Nadchodzi4 name
network has been fully tested with no black PR (beta testers felt the co-creators of a new mobile network)
more than 50% of participants have signed long-term contracts (we were responsible for telemarketing here, too)
a big chunk of 250 000 people who want to take part in the action also decided to sign a contract with PLAYThe project was repeatedly discussed in the press and on the Internet. It also was awarded with:
EFFIE 2007: The bronze statuette in the category of telecommunications
Diamond Awards 2007: Viral marketing project for Nadchodzi4 in the category of viral marketing in the international competition of direct marketing in New York
KTR, 2007: Brown KTR in Polish Advertisement Competition for the design of viral marketing for Nadchodzi4
Golden Arrow, 2007: Award at the Golden Arrow Competition for viral marketing project for Nadchodzi4
Diamond Awards 2007: Viral marketing project for Nadchodzi4 in the category of viral marketing in the international competition of direct marketing in New York
KTR, 2007: Brown KTR in Polish Advertisement Competition for the design of viral marketing for Nadchodzi4
Golden Arrow, 2007: Award at the Golden Arrow Competition for viral marketing project for Nadchodzi4
Training 18.000 betatesters:
Viral. Britney at the Bar:
