| Title | THE EMOGRAPHY PROJECT |
| Brand | MTV MOBILE / SUNRISE COMMUNICATIONS SWITZERLAND |
| Product/Service | TELECOMMUNICATION PROVIDER |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
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 |
The Brief
The main challenge was: Everyone is familiar with MTV. But not many people know MTV mobile and its products. So we needed something to activate the Swiss target audience and make it aware of the telco provider MTV mobile.
Describe how the promotion developed from concept to implementation
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 the app would move the target audience voluntarily towards our brand.
Describe the success of the promotion with both client and consumer including some quantifiable results
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 after WhatsApp. Almost 84% of all visitors to mtvmobile.ch arrived through the app. MTV mobile gained 32,000 new consumers who signed a subscription agreement with MTV mobile Switzerland.
Explain why the method of promotion was most relevant to the product or service
MTV mobile offers means of communication – and this idea itself is a new tool for communication, tailor-made for the young target group. By offering the group a tool like this, MTV mobile was able to prove in the best possible way that it cares about how young people communicate.