Client: Telecom New Zealand Limited
Agency: TOUCH/CAST
Project: Push The Button – Sink the F69 frigate
Solution: RedPlay mobile platform
Launched: October 2005
Campaign length: 22 days
Campaign Website: www.ptb027.co.nz
Background:
Telecom, New Zealand's largest telecommunications provider, wanted to continue its ongoing strategy of rewarding its loyal 027 CDMA mobile customers with another fun mobile campaign with compelling and unique prizes.
Following on from the highly successful Rock, Paper, Scissors mobile campaign, Run The Red partnered with experiential marketing agency partners TOUCH/CAST for the Telecom Push The Button mobile campaign.
Objectives:
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Enhance the Telecom Mobile brand through a fun and compelling SMS game
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Raise awareness that Telecom offers real value-added activity to 027 customers
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30,000 registered players
Promotion of Campaign:
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Televison
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Online
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Print
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Viral
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Radio
Strategy:
Inspired by the classic game of Battleships, Push The Button was a knockout text contest. There were over $150,000 of prizes to be won as well as one grand winner who got to Push The Button and actually sink the F69.
The F69 was a decommissioned Leander Class Frigate sunk for the purpose of creating a new dive site off the coast of Wellington, New Zealand.
How it Worked :
The aim of the game was to correctly locate the F69 on a virtual grid of nine squares, made up of the 1-9 keys on the mobile keypad.
Each time a player located the F69 on their handset they got an entry into that week's prize draw.
Players were required to register either via text or online before the 9th October 2005.
The F69 was successfully sunk off the south coast of Wellington by the winner of the Push The Button mobile campaign on November 13th 2005.
View the sinking here: www.ptb027.co.nz/images/PTB_Sinking_2.wmv
Results:
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A New Zealand record breaking mobile campaign for both player registrations and overall text message volumes
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90,000+ registered players - approximately 28.5% of Telecom’s total mobile youth customers and 2% of the population of New Zealand engaged with the campaign!
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Players sent over 2,500,000 text messages during the 22 day campaign period
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Push The Button captured the attention and imagination of people from all over the world with more than 50 countries visiting the website
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