Djuice: THE HUMAN APP

Credits & Description:

Category: Best use of Social Media Marketing in a Promotional Campaign

Advertiser: DJUICE

Product/Service: MOBILE PHONE SUBSCRIPTION

Agency: TRIGGER OSLO

Consultant: Markus Eckbo Endresen (Trigger Oslo)

Consultant: Preben Carlsen (Trigger Oslo)

Consultant: Henrik Guderud (Trigger Oslo)

Consultant: Mari Siljeholm (Trigger Oslo)

Consultant: Håkon Fretheim (Saatchi & Saatchi)

Technical Advisor: Rune Sandnes (Saatchi & Saatchi)

Designer: Eiliv Gunleiksrud (Saatchi & Saatchi)

Camera Man: Derek Stothers (Filmfaktisk)

Media placement: Consumer PR - Over 100 Unique Media Stories - 15 May 2011 - 15 June 2011

Media placement: Internal Communication - Over 100 Unique Media Stories - 15 May 2011 - 15 June 2011

Media placement: Event - Over 100 Unique Media Stories - 15 May 2011 - 15 June 2011

Media placement: Viral/digital PR - Over 100 Unique Media Stories - 15 May 2011 - 15 June 2011

Media placement: Social Media - Over 100 Unique Media Stories - 15 May 2011 - 15 June 2011

Media placement: All of the above - Over 100 Unique Media Stories - was executed on a daily basis



Describe the objective of the promotion.

djuice was launching its new ‘all-in-1’ subscription. By combining a smart phone with a low-price subscription, djuice became the mobile operator that offers everything for your mobile phone.

Objectives:

Increase brand knowledge of djuice and their new ‘All-in-1’ subscription among a demanding target group: young adults from 20-30 years of age.

Ensure knowledge of the campaign among at least 20 per cent of the target group.

Increase sales during the campaign.

Create engagement around djuice through media coverage and ambassadors in the target group.

Establish a closer relationship between djuice and the target group through close interaction in social media.



Describe how the promotion developed from concept to implementation.

To prove that djuice truly can offer an ‘all-in-1’ package, we developed the world’s first human mobile application. With human creativity and the power of technology we could help the Norwegian people with anything they might need via their phone.

The Human App was sent on a tour of Norway to help the target group with anything they might need; ensuring presence in national and local media along the way. Through a blog and mobile application, users could enter tasks for The Human App and follow The Human App’s movements using live streaming, GPS technology and the video blog.



Explain why the method of promotion was most relevant to the product or service.

We knew that young adults want to have entertainment and utility value simultaneously.

With an All-in-1 product and an audience that wants ‘everything’, we had some interesting similarities between our client’s business and our target groups demands. So we decided to engage the target group on their own terms.

Travelling around the country, Human App would physically solve problems and grant the wishes of the target group, and at same time create entrainment by documenting and broadcasting the solutions to others. Thus proving that djuice can offer anything you need through your mobile phone.



Describe the success of the promotion with both client and consumer including some quantifiable results.

Sales increase of 2%.

1/3 in the target group have heard of The Human App

160,000 unique users visited the video blog

Over 100,000 likes on Facebook

Came second place in the Appstore entertainment list

100 media reviewed The Human App, in Norway and abroad

Over 3,000 new followers on Facebook

Helped the target group to get tattooed, build a cat carrier, plan a wedding, clean a toilet, shop, arrange garden concerts, and many, many other things.