Cannes Lions

TOUCH2O MOBILE PHONE

LIQUID THREAD, Chicago / DELTA FAUCET / 2010

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Overview

Entries

Credits

Overview

Execution

Forward Thinking FaucetsOur forward-thinking audience is more likely to own a smartphone, so what better way to feed their desire for the latest technology than to tie the campaign together with an application for the iPhone and BlackBerry Storm?

Make A Mess, our smartphone application, lets users create their own custom finger-paintings on their phone. When the user’s ready to start over, they simply tap the Touch20® faucet to wash it away. Users were encouraged to upload their painting to an online gallery or create “messes” on the gallery site. A special feature of the advertising allowed users to text their phones straight out of the ad with a direct link to the respective iPhone or BlackBerry app stores – a feature a forward-thinker would truly appreciate.

Outcome

Exceeding Client ExpectationsOrganic site traffic increased nearly 67%, while Touch20® saw a 649% increase over pre-campaign average traffic/visits. The campaign had an average of 16.6 seconds spent actively interacting with the brand within rich media banners - greater than a 15" TV spot! With digital media as the only promotional vehicle, the adoption of the applications has been phenomenal – over 110,424 downloads, averaging 6,000 downloads a week. Users even uploaded over 5,288 paintings to the Make A Mess gallery, washing away and restarting their painting countless times in the process.

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