Cannes Lions

MOBILE PHONE SUBSCRIPTION

TRIGGER OSLO, Oslo / DJUICE / 2012

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Overview

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Credits

Overview

Description

Djuice was launching its new all-in-1 subscription. By combining a smart phone with a low price subscription, djuice became the mobile operator that offers everything for your mobile phone.To prove that djuice truly can offer an all-in-1 package, we developed the world’s first human mobile application. With human creativity and the power of technology, we could help the Norwegian people with anything they might need via their phone.People sent assignments to The Human App using an actual mobile application. Human App would physically solve their problems, and at same time create entrainment by documenting and broadcasting the solutions to others.We worked with a broad range of PR activities, resulting in massive coverage in both national and local media, making The Human App a nation-wide phenomenon.

Execution

First we had to find the human-half of The Human App. During 1 week The Human App became Norway’s most popular summer job. We invited over 700 applicants to send in a film, where they interpreted what The Human App should do. Across 5 days, the 70 films we received were seen by over 70,000 people on YouTube and received 100,000 'likes' on Facebook.In the end, Silje Urke Antonsen (21) was chosen as The Human App. We dressed her as a modern superhero, and sent her on a tour of Norway to help the target group with everything they needed and dreamed of; ensuring presence in national and local media along the way. Through a video blog and mobile application, users could enter tasks for The Human App. They could then follow The Human App’s movements using live streaming, GPS technology and the video blog.

Outcome

- Sales increased 29%; - 1/3 in the target group have heard of The Human App;- 160,000 unique users visited the video blog;- Over 100,000 'likes' on Facebook;- Came second place on the Appstore entertainment list;- 100 media reviewed The Human App, in Norway and abroad;- Over 3,000 new followers on Facebook;- Helped the target group to get tattooed, build a cat carrier, plan a wedding, clean a toilet, shop, arrange garden concerts, amongst many, many other things.

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