The TVC had the elements of a great ad, a catchy tune, stunning bikini-clad babe and a giant dancing teddy bear.If our insights had told us anything, it was still a one-way communication that wouldn’t allow us to engage our audience or truly enable them to reveal their softer side.99% of the Australian population has a mobile phone near them when watching TV and it seems that texting has become a national past time.So we combined the two – an existing TVC asset with mobile technology.In an Australian first we partnered with SHAZAM, one of the largest mobile applications and converted the existing TVC so it now had a ‘call to action’ function within it.Once SHAZAMED, consumers were taken to a mobile site to type a personal message to someone they loved/lusted/liked and have this delivered by the Engima Bear via MMS.

Aussie men engaged with the technology to reveal their softer side:•1 in 5 Aussie men that had the software sent a message.