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Vodafone
HTC Magic

Our Insights

HTC is not yet a well enough known brand, to support a high end launch.

Google on mobile is a confusing consumer proposition.

The strength of the HTC Magic lies in the capability of the applications and Android operating system.

People want leading technology, but have to understand it on their terms.

Our Strategy

Cutting edge technology is great, but hard for consumers to grasp – so place the benefits of the HTC Magic firmly in human terms.

And as the HTC Magic is exclusive to Vodafone, we wanted to show the role Vodafone takes to help people get the best from the handset. So, we created a platform for Vodafone where real people tell us what they'd really like their mobile to do for them. We structure their ‘wishes’ within Vodafone's brand mission of benefiting people’s lives with life-enhancing services.

We structured the campaign so bought media expenditure was minimal, and drew the best from social media to extend our message to as wide an audience as we could, in the most cost-effective way.

Our Solution

Speak human, Use social media to extend coverage within a tight budget. and create a unique environment for the HTC Magic to exist within.

The platform, or Wish Factory extends from an online campaign site, to social media, mobile, retail, outdoor and a street event.

The Wish Factory opens up from being broadcast-only to being two way, where people can add their own wishes to online ads. What would they wish their mobile did?

At the end of the first phase, we build the application to answer one of the most popular wishes. Completing the 'you asked for this, so we built it for you' equation. The visual solution had to extend across these multiple channels and support Vodafone's brand.

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