Client
Proximus
Brand
Ugly Duck
Project type
Viral campaign
Services Provided
- Creative brainstorming and concept
- Web Design
- Project Management
Operating systems
N/A
Methodologies
N/A
Media
Web Video
Results
- Total traffic (3 weeks): 216.574 unique visitors
- Before product launch (10 days): 102.212 unique visitors
- Highest day peak: 22,025
- Number of video views (4 films): +/- 275,000
- ROI x5 vs. webvertising
- A real “blogmania” happened!
- Peak of number of links (viral efforts): +/- 250
- Webvertising: 73,144 (33%) vs. viral traffic: 143,430 (66%)
- Average of 0.9% CTR!
- Among which some creations have performed exceptionally: e.g. leaderboard expandable: 5.1% or overlayer: 5.5%!!!
No Frills Viral Campaign (Ugly Duck)
Objectives
Emakina was asked by Proximus to launch UglyDuck, a new low-cost, web-based basic pre-paid offer from Proximus that offers everyday low prices and reliable quality. Target: cost-conscious Proximus users at risk (Emakina is also in charge of the daily maintenance of the Proximus website). Communication objective: raise awareness for Ugly Duck as a 2nd brand next to Proximus.
Project Description
The UglyDuck brand has been launched almost exclusively through online communication. The core message to communicate was "pay less for a basic mobile service, without risk".
Campaign in two phases:
- Prelaunch phase (teasing) from 22/07 to 04/08/2005: create curiosity around the arrival of a new brand, be the first (towards Simyo from Base, etc.) while revealing neither the name nor the product (these couldn’t be revealed). A dedicated micro-site (Pas de chichi! / Geen tralala!) offered viral films (funny demonstrations of “you’d better use less frills”)
- Launch phase (reveal) from 04/08 to 31/08/2005: reveal the name and the product, full commercial offer is available online.
To enhance traffic & visibility:
- Films broadcasted in several steps
- Possibility to warn a friend
- Opt-in: for curious people about the reveal
- Goodies: the “Manifest without frills”, etc.
Visit : Pasdechichi (teaser) - www.uglyduck.be