Introduce a new mobile brand in a very competitive and cluttered environment.- Gain massive sales due to a unique offer.- Create top brand awareness.- Massive sales push, creating critical mass of users.- Make the brand trendy, innovative, rebel.

Huge sales effects – 1 million users within three months.Total sell out in two weeks.Yearly sales plan achieved in eight weeks.Unaided brand awareness (TG: 16-24) 85%, aided 99% after launch campaign.Proven awareness of TV campaign over 60% among TG.

Sponsoring campaign: two minute trailers (aired five times a day, every day a different one) showing red hand signs/ gadgets in funny scenes. Absurd scenes taking place out of home. The way to present outdoor and ambient multimedia campaign on TV.Spot campaign differentiated via usage of 11 simple, one message rotating spots. TV was floated by Heyah advertising, yet the domination was not irritating due to the diversified communication.

Mainstream TV was used to achieve high awareness, yet the campaign was calibrated to a young audience by including sponsoring programme.Vast co-operation with 4Fun.tv - interactive channel targeted at young opinion leaders. Exclusive deal including Heyah logo interfering with the programming, presented as studio design etc.Sponsoring of week-teaser in the form of off-break trailers with absurd scenes appealing to a young audience with engaging contest : what the hell does red hand stand for?

TV was used to stir up attention during the teaser phase, and to create a massive sales push and underlining brand targeting to a young audience. Our campaign consisted of a one-week teaser phase using five different 8” creative spots; supported by sponsoring campaign. Mysterious logo present on TV (different channels) in unexpected contexts. Three days reveal campaign. Domination strategy (Fri-Sun) 1500 GRPs, every second break, 11 different creative. Four Fun.tv- special interactive channel targeted at young opinion leaders: red hand sign presented in programmes, part of studio design, mysterious trailers etc.

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