MOBILE DILEMMA - VOICE GENERATOR
| Title | MOBILE DILEMMA - VOICE GENERATOR |
| Brand | DJUICE |
| Product/Service | BRAND |
| Category |
F03. Use of Co-Creation & User Generated Content |
|
Entrant Company
|
TRY/APT/POL Oslo, NORWAY
|
|
Advertising Agency
|
TRY/APT/POL Oslo, NORWAY
|
|
Media Agency
|
PHD Oslo, NORWAY
|
|
Production Company
|
ANIMASJONSDEPARTEMENTET Oslo, NORWAY
|
|
Production Company 2
|
ALBAN STUDIOS Bristol, UNITED KINGDOM
|
|
Production Company 3
|
VERDENS STERKESTE MANN Oslo, NORWAY
|
Credits
| Camilla Bjørnhaug |
TRY |
Copywriter |
| Preben Moan |
TRY |
Art Director |
| Sven Jensen |
TRY |
Account Director |
| Silje Kjenseth-wynter |
TRY |
Project Manager |
| Martin Klausen |
Apt |
Designer |
| Victoria Karlsson |
Apt |
Designer |
| Marius Nohr |
Apt |
Developer |
| Marius Nettum |
Apt |
Developer |
| Linda Tillier |
Apt |
Digital Producer |
| Martin Engh |
Animasjonsdepartementet |
Director |
| Jakob Thommessen |
Animasjonsdepartementet |
Producer |
| Jannecke Østvold |
Animasjonsdepartementet |
Producer |
| Hanne Henriksen |
Opt |
Media Manager |
| Maja Ludvigsen |
Opt |
Media Manager |
Creative Execution
The voice-generator was promoted through Facebook ads/posts, dark posts, banners, Instagram-posts, through PR, on the campaign site and on their home-page djuice.no Moreover, weekly competitions were arranged through out the summer months, to extend and stimulate interest for the user-generated brand content. Every week there was a competition with a new topic, e.g. summer flirt, jokes, lyrics etc. to engage the users to come up with the best one-liners. The competitions kept the interest warm, traffic high and helped generate outstanding results for the brand
Visits: 233 064
Time used: 1 min and 26 sec on average
Films created: 142 919
Shares on Facebook: 11 083
djuice is a small player in the telecom market. Their target audience is 18-35 years old, and are “mobile addicts”. They use their phone primarily for entertainment and social media. djuice have taken the role as entertainer (and your gateway to entertainment - through mobile data). The last 3-4 years all their communication have existed within this animated universe, which people are now well acquainted with.
The campaign idea is based on the fact that the target audience can´t imagine alife without their mobile. In various media channels we demonstrated that people would go pretty far to avoid being without their phone. The voice generator allowed people to interact with the brand by creating their own twist on the TV commercial.