| Title | THE EMOGRAPHY PROJECT |
| Brand | MTV MOBILE / SUNRISE COMMUNICATIONS SWITZERLAND |
| Product/Service | TELECOMMUNICATION PROVIDER |
| Category |
B07. BUSINESS PRODUCTS & SERVICES & CORPORATE INFORMATION |
|
Entrant Company
|
FCB ZURICH, SWITZERLAND
|
|
Advertising Agency
|
FCB ZURICH, SWITZERLAND
|
Credits
| Dennis Lück |
FCB Zürich |
Executive Creative Director |
| Sören Schröder |
FCB Zürich |
Copywriter |
| Marcin Baba |
FCB Zürich |
Art Director |
| Sebastian Palka |
3elemente |
Programming |
| Wirzfraeffelpaal |
Wirzfraeffelpaal |
Film Production |
| Stefan Grandjean |
START Gmbh |
Typography |
Creative Execution
MTV mobile wanted to give its consumers something that addresses one of their most important needs: expressing themselves. So we created eight fonts, each representing one of the eight basic human emotions. The result: the Emographies. These new fonts can be used via the Emography Facebook app, a fun communication tool for young people. The desired outcome was that this app would function like a digital mailing system and move the target audience voluntarily towards our brand.
MTV mobile was able to prove in the best possible way that it cares about how young people communicate.
The app struck a nerve among the young consumers and quickly spread on the Web. In only one month, over 2.8 million messages were sent through the app, turning the Emography app into the second-largest free messaging service in Switzerland after WhatsApp. Almost 84% of all visitors to mtvmobile.ch arrived through the app. This form of digital engagement with the consumers resulted in over 32,000 newly signed subscription agreements for MTV mobile services (26% market share in Switzerland).
The main challenge was: Everyone is familiar with MTV. But not many people know MTV mobile and its products. So we needed something to make the Swiss target audience aware of the telco provider MTV mobile, something that would directly make the audience engage with the brand.