Mobile Moment
Challenge
Newly-launched Koodo Mobile partnered with Samsung to run a subversive Toronto-based program through August 2008 that would get customers talking.
Strategic Approach
Espresso understood that bringing together online, social media, mobile, and street-level tactics required a well thought-out promotional plan that would use each touch point to engage consumers and inspire action. Each element had to build upon and support the others, while also being able to stand alone in imparting key brand messages. Espresso developed MobileMoment.ca as the solution: an interactive website that asked urbanites to think of any conversation, connection, or sighting that had been cut short as a ”mobile moment” and to share those moments with the rest of the city.
For instance: Forgot to ask that cute guy in the grocery store line for his number, or want to say thanks to the driver who slowed down while you were biking to work? MobileMoment.ca prompted Torontonians to post it all instantly on the site by texting the moment to 56366 or visiting MobileMoment.ca on their mobile browser.
Execution
In order to raise awareness of the site and application, street teams flooded the downtown core, handing out branded MobileMoment.ca sticker bubbles. Acting as both an ad and a demonstration, each sticker featured a blank space ready to be handwritten with custom messages, as well as the short code for mobile upload.
When connecting to the site from a full internet browser, MobileMoment.ca users were able to instantly view and edit moments sent from their phones, as well as being able to post new ones. The site also allowed users to expand moments by adding icons and charting the location of the moment on an interactive Google map. Filter, search and follow options allowed for easy navigation through content, and the reply function opened up each moment for discussion.
A Facebook application was also developed to display moments on fans’ pages and promote use of the Mobile Moments short code.
The exclusive Make a Connection party was held at the end of the program at a downtown Toronto club. All MobileMoment.ca users were invited to an exciting evening of music and mobile gossip: DJ performances by Annie and VND/LSM kept the crowd dancing into the night. A text-to-screen messaging contest connected the crowd on a whole new level, with attendees texting hundreds of messages throughout the night to a screen prominently displayed in the club.
Results
The client received strong results from this month-long program and both Samsung and Koodo were thrilled with the results of this unique campaign. Mobile Moment wild postings wall clings were ubiquitous throughout the streets of downtown Toronto. The MobileMoment.ca site and Facebook application attracted thousands of users and over 500 connections were made throughout the duration of the campaign. Mobile Moment was covered by Marketing Magazine, Media in Canada, Torontoist, Profectio, Post Advertising, and appeared on a wide variety of personal blogs.
