If you watch TV and use your smartphone at the same time, according to the Nielsen survey, you belong to 82% of the world’s population. This was the driving insight for the Tele2’s MobiTelka offering, which sells two devices at the same time, a mobile phone of choice and a Sony Smart TV. Namely, the excellent way to pair these screens is through the Shazam app, which was done for the first time in the history of Croatian advertising by Imago Ogilvy and Tele2.
Realization is simple, the Tele2 guy is directly addressing the viewers using smartphones or listeners on the radio, and invites them to use Shazam and win a daily prize. Instead of a well-known song, the app records the sounds of the ad, and the viewer finds out whether they won the daily prize at the landing page, and also gets introduced to the special offer. More than 500 uses of Shazam were recorded in the first evening of the campaign alone.
“We always strive to be a step ahead of others, including this unique campaign and collaboration with Shazam. The thing is very simple, scanning the audio track of our ‘MobiTelka’ ad is part of a prize game where you can win valuable prizes every day. MobiTelka is a campaign that responds to the needs of modern life of each of us. We all occasionally find ourselves in a situation of ‘multitasking’ on several different screens, and in this way we connect convenience and usefulness,” said Sonja Miočić, communications director at Tele2 Croatia.
“We often find ourselves in a situation where we watch TV and surf on our smartphone or laptop at the same time. I’m glad we recognized that insight and managed to connect multiple screens in our campaign. Thank you to the client, the digital agency 1&0 and Shazam,” said Ivona Veselić Bila, Account Executive at the Imago Ogilvy agency.
Ana Pogačić, author of the campaign idea, added: “If you are reading this on your smartphone while watching TV, you know what to do …”
https://www.youtube.com/watch?v=fL6bGalUVSU
Project team:
Ana Pogačić, Copywriter Junior
Igor Mladinović, Chief Creative Director
Dina Dretvić, Strategic Planner Director
Krešimir Đurić, Art Director
Hrvoje Hrvatin, Managing Director
Tvrtko Kračun, Community Manager Jr.
Iris Žarkov Štambuk, Group Account Director
Ivona Veselić Bila, Account Executive
