To create awareness about the launch of the Samsung Mobile Tracker –technology now installed in their latest cell phones that ensured the user would know if his phone was stolen.
The Solution
The task was to bring alive this proposition through interactivity which we did by creating an engagement building site – www.lossproofmobiles.com. The site was the main destination for this product with user generated content & product information. It had a lost and found blog for people to share their experiences of lost phones.
The Creative Route
We used a viral push to promote the site apart from regular advertising online. A stand alone email viral was created. An email promoting a website that promises to sell ‘stolen’ mobile phones at a 90 per cent discount was sent out. By clicking on the link, users were directed to the site (chorikamaal.com) only to learn the company had been busted using Samsung Mobile Tracker technology. An entertaining flash film – Chori Story - was also created & hosted on www.lossproofmobiles.com which was promoted through a viral mail.
The Results
Over 500,000 page views, 70,000+ unique visitors to the site in about 4 weeks, and an average time spent of 4 minutes. The viral activity generated a significant share of the total site traffic.
