INSTINCT Launch with Telus

Challenge
The Samsung INSTINCT was scheduled to launch in the summer of 2008 into an extremely competitive market. Samsung and carrier Telus Mobility wanted a grassroots event to dominate non-traditional marketing media and push conversation about the INSTINCT across Canada. Additionally, Samsung and Telus were both looking to increase their visibility as environmentally friendly corporations.

Strategic Approach
Espresso developed a distinct event to launch the INSTINCT—literally. Customers and random pedestrians were invited to participate in the INSTINCT Telus launch: An afternoon event held at the busy Toronto intersection of Yonge and Gerrard, featuring an oversized slingshot.

Execution
Participants were encouraged to launch their old cell phones into large recycling bin targets for the chance to win a new INSTINCT handset. For participants not willing to part with their phones, hundreds of old handsets were on hand to increase crowd engagement. Winners were chosen at random to win Samsung and Telus swag or a new INSTINCT handset.

Street teams kept the crowds entertained while they waited for their chance at the slingshot. Live handsets were available so participants could test out the INSTINCT. Flyers were handed out to pedestrians without the time to play, informing them of the INSTINCT’s launch at Telus and its features.

Results
The INSTINCT Telus Launch engaged over 500 people during the four-hour event. It was covered by technology bloggers and traditional media, and was even featured on the notoriously popular Fark.com.

Awards
The launch program won Gold for Best Small Budget, 2009 CAPMA Promo! Awards.