HOW CAN A ROBOT SELL THE PHONE?
Title | HOW CAN A ROBOT SELL THE PHONE? |
Brand | YOTA DEVICES |
Product/Service | YOTAPHONE |
Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
Entrant Company
|
LOOK AT MEDIA MOSCOW, RUSSIA
|
Advertising Agency
|
LOOK AT MEDIA MOSCOW, RUSSIA
|
Credits
Andrey Sivkov |
Look At Media |
Creative Director |
Maria Gelman |
Look At Media |
Digital Creator |
Maxim Kayumi |
Look At Media |
Digital Creator |
Alexander Rybyakov |
Look At Media |
Head Of Special Projects |
Alexey Zaikin |
Look At Media |
Project Manager |
Phillip Karetov |
Look At Media |
Copywriter |
Nikolay Bastrakov |
Look At Media |
Digital Designer |
Anton Platonov |
Look At Media |
Developer |
Max Savchenko |
Look At Media |
Developer |
Anastasiya Komolova |
Look At Media |
Senior Account Manager |
Maxim Yakhontov |
Hello Computer |
Creative Technologist |
Alexander Stavtsev |
Hello Computer |
Developer |
Leonid Kovalev |
Hello Computer |
Producer |
Olga Abramova |
Yota Devices |
Art Director |
Polina Kazakova |
Yota Devices |
Digital Marketing Manager |
Yana Andrzheevskaya |
Yota Devices |
Digital Marketing Pm |
The Brief
In 2013 Yota Devices launched the new smartphone with 2 displays. The newborn phone was highly appreciated among techno geeks and experts, but not all the consumers got the idea of the second screen.
Yotaphone was distributed mostly through e-commerce and consumers couldn’t try the new phone offline and get familiar with the second screen features. So our challenge was to make users experience Yotaphone through online channel and motivate them to make a purchase on e-commerce site.
Creative Execution
Remote test-drive with robohand helped us to strengthen technological spirit of Yotaphone and prove that a truly innovational product needs an innovational way of test-drive. Moreover we utilized online channel to make users interact with the phone without any barriers like finding or visiting offline stores. So we solved tricky distribution situation and created a totally new experience for online retail.
Describe the creative solution to the brief/objective.
We created a remote test-drive of Yotaphone. Users could connect to robotic hand on micro-site and control it like their own one. During 3 experiments users could test Yotaphone features with robohand and see the result in broadcasted video. If users liked the experience they could pass to e-shop and buy the phone online. So everyone was able to make a test-drive of Yotaphone just sitting home on a sofa without going offline.
As a result of the project we expected users to learn more about Yotaphone features, test them, get interested with the product and consider it for purchase.
Results
As a result of the project we gave more than 600 000 users a chance to experience Yotaphone with robohand and reveal its unique features. Interactive through rate of the project was 5%, which is more than 3 times higher than the average in online media.