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| M1 Bye Bye Ring Ring Service |
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Introducing Connexion and 'Ring Ring'...
Our objective:
Get people to sign up for our mobile company, M1’s “Bye Bye Ring Ring” service.
(This lets you choose a music track as your connecting tone, instead of that old skool “Ring Ring” sound your friends still hear when they call you).
Our strategy: Make “Ring Ring” seem outdated.
How? With a cheesy 80’s pop duo called “Connexion,” made up of Gary Bell and Devon Roberts. They had a hit single “Ring Ring” back in Belgium in the 80’s and have disappeared since then. Now, in 2007, they’re on a comeback tour….but with the same 80’s “Ring Ring” single.
So we created the duo for real and a cheesy pop track called “Ring Ring.”
Then we used virals and online seeding to create a credible history of Connexion’s career in the 80’s and buzz surrounding their comeback tour in Singapore…. |
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| Click on the thumbnails below to view the creatives |
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Official "Connexion" Band Website (www.connexion-music.com)
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YouTube Virals
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Social Networking
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| Xiaxue's Blog
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We got Singapore’s most influential and awarded blogger
to write about Connexion - their online videos and comeback tour.
It increased our hits by 1500 within just half a day. Numbers kept climbing. This got other bloggers talking.
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