Client: Launch Group, Brand: BP Ultimate, Project: BP Race of Champions

Brief: BP Ultimate wanted to use a novel mechanic to promote their brand values to consumers at the Race of Champions. They were also looking to highlight the brand association between BP Ultimate & the Race of Champions.

Solution: Wearable Hypertags used by promotional staff were deployed at the Race of Champions, allowing race-goers to download a variety of BP Ultimate-branded content to their mobile phones completely free-of-charge. BP content available for download included MP3s, videos and images, with anyone interacting also in with a chance of winning a BP Ultimate remote-controlled car. The high visibility of the BP brand combined with the wearable Hypertags meant that this campaign was a real success with positive feedback from all parties and consumers involved in the deployment.

Client: Dinamic Direct, Brand: Corona, Project: Corona Time Mexico

Brief: Corona approached Hypertag to help them shift brand perception amongst their target demographic and demonstrate how the brand was still cutting-edge and original. They also wanted to be able to engage with these consumers in a suitable environment and with a lasting brand experience.

Solution: A team of promoters armed with Wearable Hypertags were used across the Mexican Republic to engage with consumers at bars and nightclubs. The Hypertags gave out free images as well as calendar reminders programmed to remind people at 5pm on Fridays that it was ‘Corona Time’. The use of this mechanic meant that the impact and overall reach of the campaign was amplified as consumers received reminders of the activity later in the week, in different environments (such as at work) where brands often find it very hard to access people.

Client: AURA Interactive, Brand: Ford Australia, Project: Ford Australia Motor Shows 2006-7

Brief: Ford Australia contacted Hypertag as they were looking to promote 4 of their new vehicles at the Sydney, Brisbane, Adelaide, Melbourne and Perth Motor Shows. They wanted to be able to engage with consumers and allow them to download information on the abovementioned car models.

Solution: A series of fixed Hypertags were set-up within custom-made Ford stands at the 5 International Motor Shows across Australia. Each Hypertag provided the consumer with free mobile content including information, videos and ringtones relating to the vehicle it was located next to. Anyone interacting also had a chance of winning original Ford-branded prizes. Using this type of mechanic meant that Ford was able to increase the dwell time of people on their stand whilst at the same time creating a rewarding brand experience for visitors.

Client:O2, Brand: O2, Project: iPod Touch Nationwide Promotion

Brief: O2 launched the iPod Touch in December 2007 and was looking for ways to improve the sales of the handset and create a buzz around the launch. In order to do this, they approached Hypertag. In addition to driving sales of the iPod Touch, O2 was also keen to promote the brand amongst shoppers and build brand awareness.

Solution: This was a particularly complex project for Hypertag, not only as the promotion took place in 50 O2 retail outlets nationwide, but also because the whole project was organised in 4 days! O2 got in touch on the Tuesday and the campaign was rolled out on the Saturday.

Based on O2’s brief, the content mechanic employed was a simple yet effective one: anyone interacting with the Hypertags was able to download a discount voucher entitling them to money off if they purchased an iPod Touch. The added advantage of using Hypertag’s wearable proximity marketing solutions is that consumers can interact and download content completely free of charge and without giving away any personal data - unlike other mobile marketing promotions where phone numbers and other data is collected.

Despite the short timeframes, promoters were sent out across the UK to O2 stores and engaged with shoppers throughout the course of the day-long promotion. The results of this campaign included not only an impressive sales increase of the chosen handset, but also gave O2 a great deal of exposure amongst consumers all over the UK. The campaign also made it into the national press and is featured in the June issue of Promotions Buyer magazine.

Client: BP South Africa, Brand: BP Ultimate, Project: Loxion Motorshow, Soweto

Brief: BP Africa approached Hypertag’s local Authorised Partner - Brandscape Marketing Pty Ltd - with the objectives of both raising awareness of the BP Ultimate VW Rally Team and building the “More kilometers per tank” brand positioning for BP Ultimate amongst visitors to the first ever Loxion Motorshow held in Soweto, South Africa. The brief also stated that BP wanted to extend the brand engagement of visitors to the motorshow. The motorshow itself was unique in that it was hosted in the Mopanye Mall - a prestigious shopping centre located just outside Cape Town.

Solution: Promoters equipped with Hypertag’s wearables were employed over the two-day motorshow event. Visitors to the show were able to download a whole series of free mobile content from the Hypertags - this included branded images, videos and ringtones as well as prize vouchers. By offering free prizes to consumers, BP was sure that the brand engagement would live on beyond the motorshow with people telling friends and family about the promotion. Over the course of the two-day motorshow, BP benefited from over 4,250 content downloads. Just over 900 of those downloads were prize vouchers, resulting in significant brand awareness and very high levels of brand visibility for BP as consumers walked away with BP-branded goods. In addition, this campaign saw one promoter achieve a staggering 108 downloads in one hour of activity - a new record for Hypertag anywhere in the world. Also of note was the conversion rate from mobile phone alert (over 7,500 alerts were sent out) to actual content download - more than 1 in 2 consumers stopped to engage with the brand.

Client: AURA Interactive, Brand: Motorola, Project: Motorola Hong Kong Airport

Brief: Motorola wanted to promote their brand and create an innovative experience for travelers on an interactive wall in Hong Kong’s new airport terminal. The company wanted to create an original, interactive campaign pulling together various new technologies.

Solution: Hypertag worked alongside The Hyperfactory Hong Kong to deliver Motorola’s award-winning ‘Say Goodbye’ campaign. For the Hypertag element of this promotion, consumers were able download various images of both David Beckham and Jay Chow from the fixed Hypertags located in the new terminal of the Hong Kong airport. The use of Motorola’s global brand ambassadors was a great asset and helped increase both the awareness and the overall reach of the promotional activity.

Client: Brandscape Marketing Pty Ltd, Brand: South African Breweries, Project: SAB Cricket Test Match

Brief: SAB Miller wanted to promote the Castle Lager brand at the cricket Test Matches in Durban and Cape Town by reinforcing visibility of their sponsorship of the events, rewarding brand choice and creating a dialogue with consumers. The campaign was a trial of the Hypertag technology aimed at quantifying the reaction of consumers’ response to this type of promotional activity and its impact on the brand.

Solution: By using the Hypertag technology from Brandscape, SABMiller was able to engage more personally with consumers, and be seen as innovative and adventurous in its marketing activation. Traditional techniques such as scratch-and-win cards have become passé, increasingly failing to stimulate interest from a more mobile and marketing-savvy population. “Mobile technology is a more advanced and exciting way of interacting with our consumers. They’re getting more sophisticated, so they’d expect a company like us to be ahead of the game,” says Brett Howell, SABMiller events manager for the east coast.

Client: Castle Lager, Brand: South African Breweries, Project: SAB International Rollout

Brief: SAB’s overall objective was to create, sustain and report on Castle Lager brand activity in the appointed countries.

Solution: By using the Hypertag technology, SAB was able to extend their marketing effort for Castle Lager and create a unique brand experience for consumers across southern Africa. Brand ambassadors worked with affiliated bar owners to create highly-visible areas where bar-goers could redeem vouchers received from the mobile Hypertags in use. Consumers responded extremely favourably to the promotion and the brand loyalty gained and sales uplift seen are testament to the immensely favourable impact of this campaign for SAB.

Client: TIS.kis, Brand: Snickers (Masterfoods), Project: Snickers Robots

Brief: The brief Hypertag received from Snickers was that the brand wanted to add support to their new marketing campaign, which associated the snack with extreme sports.

Solution: In a first of its kind deployment, fixed Hypertags were set-up in point of sale displays in supermarkets across Croatia. People were able to download a free themed Java game and a wallpaper image from Snickers - content linked to Snickers TV commercials running at the time. The client was extremely happy with the installation and the novel and interactive display meant Snickers enjoyed a much greater presence and therefore consumer brand awareness that any other displays in the same environment.

Client: CNN, Location: London City Airport, UK, Project: CNN MobileBrief: CNN wanted to raise awareness and drive consumers to their new WAP site.

Solution: Hypertag interactive 6-sheet posters were located throughout the airport. When travellers used the Bluetooth on their phone to interact with the Bluetooth Marketing server, they received a sample of the WAP site. Those with a Java enabled phone were also able to link from the sample direct to the live site helping CNN increase traffic on the site.