Yesterday saw us launch a new site for Orange http://orange.co.uk/findyoursmartphone, an online tool and jargon buster that will help Orange make the confusing and time-consuming task of choosing a new smartphone much simpler for people.
This new tool fits with the idea of brands acting as Enablers (of services, content, information, utility and entertainment) and Filters (of noise, relevance and need) especially in the world of Smartphones where confusion marketing can reign.
We developed a tool that aggregates information from various mobile phone review sites, allowing people to get an overview of which phones are recognised as being the best on the market – they can then filter the phones based on whatever they are interested in and work out which is best for them.
The tool will grow over time as smartphones change and evolve but it’s already getting some good usage and feedback. Anyway thanks to everyone who worked on it (and there’s a fair few) – but personally I’d like to thank Danny Roca, Malcolm Cotton, David Fisher, Rob Trono and Rupert Dixon.
Go and find the right smartphone for you now!
Just got back from snowy Bucharest in Romania where I was lucky enough to present at one of Orange’s Meet-up Events.
I have to thank Anca, her colleagues at Orange Romania (and it was good to see Vanessa again who flew over!) and the audience for making me feel really welcome plus the bloggers who have been really nice afterwards.
The presentation was the Real-time part of my 2010 Trends piece with a few extras and updates thrown in so if you want a few more diagrams about real-time customer service via Twitter and some more up-to-date graphs and examples you can find it below. The bad shirt can be found in a shop in London.
And I even got a Penguin for the team back in London.
Orange Drum Machine
I’m pleased to say that our recent Drum Machine campaign for Orange has won us our second Eyeblaster Campaign of the month.
The challenge was to bring engagement and playfulness to direct response digital advertising making it more entertaining and memorable. The Orange Drum Machine campaign was based on the insight that Orange is offering a fantastic package for digital music fans. What can you do while waiting for your new Sony Ericsson W595 with free speakers AND a free USB drum kit to arrive? Why not start practicing your drumming?
The creative, which targeted consumers on music and games related sites, challenged people to play an in-advertising drumming game and – because the Wii has transformed gaming from simply pushing ever-increasing numbers of buttons – we even offered people the chance to play using their webcam. The result is less a piece of advertising, more an engaging, entertaining application people get to star in. So get waving those arms.
Congratulations to Jim & Jacob for nursing the creative idea through to fruition, Matt and Andre for their great flash work (and Andre’s great demo that got me thinking) and Shirin, Amy, Priya and the Orange team for their production and trafficking skills. And some CD/Planner/whatever who had an idea was spotted nattering on the Eyeblaster Blog again about “Less advertising, more entertaining applications“.
Oh, and if you didn’t see our previous winner Emirates Miles Better it is here…