Brand Experience and Activation > Use of Promo & Activation
THE MOVIE STUNT
HASAN & PARTNERS, Helsinki / DNA / 2014
Overview
Credits
Overview
ClientBriefOrObjective
Last Christmas Finnish telco DNA wanted to stand out from the crowd by giving all its media and advertising to people to make their wishes. The campaign kicked off with an out-of-home stunt in which a woman who wanted
a new iPad Air from her husband gives him a big hint --via a cinema ad streamed live from their home in real-time.
A character featured in earlier DNA commercials delivered her wish to the couple from their own living room as they sat in the cinema preparing to watch a film.
Implementation
The movie stunt kicked off the christmas campaign. Its role was to drive people to a specific website, DNA Wish Service, where people could make their wishes and choose where they wanted their wish to appear. The video made of the movie stunt got 115 00 views one over a week and was the 4th watched video in November in Finland.
Outcome
Christmas is a highly competitive season for mobile operators. It is the most important sales season. As a result, the campaign generated 30% more sales than the previous year, which was also a very successful year.
The video generated lot of traffic to the campaign site (almost 70,000 visitors) and the video was the 4th watched video in YouTube in November in Finland.
Relevancy
People think mobile operators are boring. They all feel the same and talk a like. It was important to stand out. DNA has a history of putting a smile on peoples faces. It is known of funny TV commercials and engaging campaign.
DNA is brand that believes adding value to people's lives is important. It doesn't take itself too seriously.
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