We needed to generate a lot of awareness for our new brand, in the highly crowded smart phone category. We had a tiny fraction of the budget our competitors had and needed to capture the attention and love of young gamers, a very fickle audience. Our idea was to introduce our phone as a first - a phone with all the smartphone capabilities people need, and the immersive gaming people want.

From our launch commercial on the Superbowl, to our Facebook program, to our web film series, all of the work shows the momentous coming together of android smartphone capabilities, and gaming fun. All of the pieces were also designed to be provocative, and generate talk value.

As a result of the campaign, it has been a more talked-about device launch than competitors with 10 or 20 times the media budget.