RPS027 (Rock Paper Scissors)
Category: Mobile Marketing; Award: GOLD
Category: Customer Retention; Award: SILVER
Category: Integrated Campaign; Award: SILVER
Special Honours: BEST USE OF A DIGITAL MEDIA
Agency: TOUCH/CAST
Client: Telecom Mobile
Advertiser Campaign Credits: Jodi Redden – Communications Manger; Paula Jackson – Market Growth Manager – Consumer; Kevin Bowler – Head of Marketing, Telecom Mobile
Agency Campaign Credits: Lee Parkinson – Partner; Nigel Keats – Partner; Nigel Hammersley – Partner; Andrew Hawley – Partner; Rod Schofield – Collaborator; Run the Red - Online Production
Entry Rational: With RPS027, we took the concept of the ‘Integrated Campaign’ to a whole new level. We incorporated the principles of ‘Madison & Vine’ (Advertising and Entertainment), developed a totally integrated text engine, website and WAP site and added a whole new dimension to the idea of providing measurable, positive, fun, brand experiences to a market. We also created a huge amount of ‘buzz’ within the target audience with a terrific amount of friend-get-friend pass-on.
Telecom Mobile wanted to re-engage their own youth market customers. We came up with the idea of an SMS knockout tournament based upon the age-old game of Rock Paper Scissors, with a high-tech twist.
Each registered player would compete against “The Machine” until there were only 8 left. This was a multi-channel, integrated campaign on a grand scale.
Viral/tease phase – we launched 3 fictitious character blogs (Rikki Rocksta, Samson Scissorkick and The Armoured Paper Dart), we also seeded NZ youth focused online forums.
Sign up phase – We used street posters, radio commercials and DRTVCs, all with a very clear call to action. However, we went even further in this phase and used unbranded 5 sec TV stings and half hour VJ shoes on C4 where they used RPS to decide what music videos to play. Throughout these shows we utilized ‘crawlers’ encouraging sign-up plus adlibs from the VJs. This phase also utilized online banners.
The finale – as one of the key premises of this campaign/event was a finale ‘shoot-out’ by the last remaining players, we also produced a one hour TV finale that ran on C4. This included in the studio one-on-one knockout between the finalists and an outside North vs South challenge between Jacqui and Clarke.
Endorsement – To add even more credibility to the event, we enlisted the endorsement of the World RPS Society (yes, really!), and flew the founders down to NZ to be the umpires in the finale.
Results – The biggest TXT game in New Zealand’s history in terms of registrations and ‘mobile originated’ txt messages.
Send this page to a friend