Hi is the leading Dutch mobile provider targeted on youth who see their mobile phone as a 'Life line' – there is no way they could live without it. The provider wants to commit them to the brand by offering relevant applications to manage their social life. One of those is an online backup application for their phone contacts called Hi Telefoonboek (Hi Phone Book). To emphasise the backup application and consequently the advantages of Hi for the target group, Hi started a campaign which was largely PR driven. Strategy was subdivided in three stages: 1. Create awareness of the risk of losing your phone.2. Create awareness of losing your contacts and your social life as a consequence.

3. Provide the solution for the problem (the digital backup application).

The cross media campaign Pokkie Foetsie (street lingo for 'Lost my mobile phone') was initiated. A great number of PR tools were used.Results: increased commitment to the brand, growth in use of the application, numerous articles in all major dailies, several television coverage and a new commonly used term for 'mobile phone': pokkie and even for 'I lost my phone': [my] pokkie [is] foetsie!

First, an independent, representative survey about how many times Dutch people lose their phones and places where they lost them (so-called 'danger zones') was communicated to press. To increase impact, real life ‘danger zones’ for losing your phone were pointed out with posters, green graffiti and enhanced 'caution, wet floor' signs.After that, a commercial was broadcasted on national television. The commercials were backed up with numerous PR means: a prank designed for social media, unannounced live performances by the actual actors of the commercial and a rat race for consumers.The commercial got nominated for several Dutch prizes in advertising. With extensive press approach journalists were encouraged to write about the nomination. Furthermore, on the initiative of the PR agency, the actors performed during the half time of a football match.

The campaign started in September 2009 and ended in December. There were no noteworthy adaptations.

• Free publicity value: € 1,400.000• Unaided brand recall: 56% • Brand appreciation: 6.9 out of 10 • Brand preference: 19% • Brand consideration: 37% • Numerous national press coverage per phase • Extensive word of mouth: 193,000 • Google results for 'pokkie' (a term for mobile phone which was introduced with the campaign), 62,200 Google results for the campaign name (Pokkie Foetsie).• All targets were easily met and even surpassed. With a free publicity value worth twice the estimation, and a brand recall, appreciation, consideration and preference that exceeded all expectations, Pokkie Foetsie was one of the most successful campaigns for Hi ever.

• The impact of the campaign is illustrated by the fan dedication party hit single Dushi me Pokkie is Foetsie.(“Baby, I lost my mobile phone”), which was written and produced without any initiative or interference of the campaign team.