For our target of tech-savvy men and women 25-35, it’s all about buzz. We began our buzz with a teaser campaign suggesting Columbus’ famous finger was missing. With postings of video footage, testimonies and comments on leading online news, blog and social networking sites, we started the conversation: “Where’s Columbus’ finger?” As buzz grew (on Wikipedia, for instance), Omnia drove awareness about the need to resolve the puzzle of Columbus’ finger, creating a special website for the search and hoisting a banner in Madrid’s Columbus Square. With the public focused on fingers, we created appearances of animated index fingers that encouraged people to head to a virtual city of index finger personalities. By launch the message was clear: Omnia was the device of choice for index fingers everywhere, including those of the most famous hands in Spain: those of Real Madrid Goalkeeper Iker Casillas.

Our efforts achieved 105 MM impressions, with 120 free media mentions valued at more than 1.6 MM€. The teaser campaign of Columbus’ missing finger drove this word-of-mouth and became a viral phenomenon. The campaign’s viral videos logged more than 14,000 hits and the microsites registered more than 60,000 visits. The Omnia campaign ranked as one of the top five campaigns for awareness for our target while and Samsung moved up three places in category awareness, ahead of iPhone. Given that Apple finished its iPhone launch campaign just two days into the start of ours, we stole the spotlight!