37% of the Danish population has heard about 3G/WCDMA, but actual knowledge about benefits is still low. The campaign needed to convey benefits of mobile features to the youth audience, who are key users of mobile content, and thereby slowly push 3G functionality.

Music was selected as platform for the campaign, a high affinity youth interest area.

The campaign involved the user through series of print ads where the user was urged to guess the name of the band and submit this via SMS to participate in a Music quiz, which would direct to a mobile portal for further dialogue.

The campaign ran across several media including Cinema + TV (including editorial deal with music channels to utilize their VJ.’s as ambassadors), print and radio (including advertorials), street team events in urban places and music festivals.Untraditional media space was highly used, including floorgraphic, innovative use of post card stands in cafes and advertising in bathroom stalls.Results The quiz had 88,000 unique participants approximating 8,3% of the total target audience size.

7,1% entered a dialogue via the mobile portal and 17% gave a full permission to our CRM database of which 54% were from competing telecom operators.