Vodacom: PIXELHUNT

Credits & Description:

Category: Best Online Advertising in a Promotional Campaign

Advertiser: VODAFONE

Product/Service: TELECOMMUNICATIONS

Agency: JUNG von MATT

Date of First Appearance: Jan 5 2011

Entrant Company: JUNG von MATT, Hamburg, GERMANY

Chief Creative Officer: Goetz Ulmer (Jung von Matt AG)

Chief Creative Officer: Fabian Frese (Jung von Matt AG)

Chief Creative Officer: Armin Jochum (Jung von Matt AG)

Creative Director: Michael Ploj (Jung von Matt AG)

Art Director: Tommy Norin (Jung von Matt AG)

Art Director: Andres Maldonado (Jung von Matt AG)

Copywriter: Salvatore Russomano (Jung von Matt AG)

Copywriter: Philipp Dietz (Jung von Matt AG)

Account Supervisor: Anke Göbber (Jung von Matt AG)

Account Manager: Claudia Schomburg (Jung von Matt AG)

Account Manager: Victoria Lackner (Jung von Matt AG)

Managing Director New Media: Thomas Feldhaus (Jung von Matt AG)

Conception: Simone Bitzer (Jung von Matt AG)

Programmer: Franziska Loeffler (Jung von Matt AG)

Programmer: Björn Scholl (Jung von Matt AG)

Programmer: Frederik Mellert (Jung von Matt AG)

Programmer: Christian Amon (Jung von Matt AG)

Screen Design: Christian Brodack (Jung von Matt AG)

: Boris Lisdat (Jung von Matt AG)

Media placement: Facebook App with Online Game - www.vodafone.de - 26th November 2010



Describe the objective of the promotion.

The new LG Optimus phone comes with a great feature: a 5 million-pixel camera that delivers pictures of unique quality for a camera phone.

When Vodafone launched it in Germany, we were asked to come up with a bold and remarkable idea that would really make people appreciate the quality of this camera phone.



Describe how the promotion developed from concept to implementation.

We created an impressive online game: Pixel Hunt.

A microsite showed a 5 million-pixel picture, taken with the camera phone. 100 LG Optimus phones were hidden inside 100 pixels of the image and users had to hunt for them.

Those who found a winning pixel won a phone right away.



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

Pixel Hunt was a very simple and engaging product demonstration.

It allowed users to appreciate the quality and actively interact with each single pixel of a picture taken with product.

It gave the motivation to visit the website over and over in order to win the phone.

It spread very fast as the users were sharing the pixels they had hunted on Facebook and other social media.



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

In less than one month, all the 5,000,000 pixels were clicked, more than 300,000 users visited the website, and 100 lucky winners won their brand new phone.