SMS Bomb
Client: Simyo.be
We created an addictive game and campaign. It lifted prompt awareness with 8% and gained 3.200 new eBuyers.
1. Challenge
Our challenge was to position Simyo.be as a challenger brand, raise prompt awareness with 4% and to sell 1.500 mobile subscriptions via the internet within a 18 to 25 year old target audience in the Belgian market.
2. Strategy
Insights: our most likely to buy consumers were screenagers who are always connected to their friends via social networks and mobile text messaging. And they love to play games online.
3. Concept
We created SMS Bomb: a branded online game competition which screenagers had to beat the sms error-ist. We embedded Simyos special offer in the game, and created a viral mechanism that would spread Simyos message fast and cheap. We used a Smart car as incentive to trigger more teens to connect to Simyo.
4. Use of media
To provoke screenagers to participate in the game, we launched an innovative media strategy. In stage 1 we used Simyos owned media and we earned attention by natural seeding. In stage 2 we launched a digital campaign using social networks, MSN Messenger, Google and mobile. In stage 3 we launched radio spots, print ads and an out of home campaign.
5. Results
In 3 months we engaged over 300.000 players with SMS Bomb. The campaign achieved double its upfront objectives: it lifted prompt awareness not with 4% but with 8%,measured by MetrixLab. And sales did not hit 1.500, but 3.200 new mobile subscriptions.
SMS Bomb
Client: Simyo.be
We created an addictive game and campaign. It lifted prompt awareness with 8% and gained 3.200 new eBuyers.