Torben V. Rudgaard/Jubii The goals were launching and generate immediate usage of the Mega Chat Service by:Building maximum awareness in the core target group – the youthBoost trial by creating a Magic Moment for the potential userThe criteria of success was to launch the product in the core chat environment and were succesfull in terms of ...being where the target group is open mindedThe message was highly relevant in the chat situation – a Magic Moment The media was utilized in full as the Mega Chat campaign was integrated in the heart of the chat communityAnd the communication goals were reached and exceeded – with documented effect with a click through rate that exceeds other campaigns: 58,5% unique users compared with an average of other campaigns: 4-5% and a Click Through Rate: 16,7% of all users (average CTR of other campaigns: 1-2%). The heart of the campaign was the chat community on the internet. The campaign were launced at several chat communities and was also supported by other media – directly aiming for the youth and especially the singes who wants to meet new friends:radiofree post cards at cafés and cinemasweekliesmagazinesnewspapers addressed to the youthThe ads were adjusted to the specific media title and the editorials.

Let’s talk about ... was the fixed text in all the ads but the subject was changed to fit the editorial line. The person in the ad was also changed as well as the phone showed.Examples: (black & white ads are showed on next page).In the Sports section the ad was designed as a young man with a phone shaped as a car ... and the text included in the ad were: Let’s talk about ... Motorsport. In the youth music magazine the ad were designed with a cool young guy with a high tech phone and the text in the ad Let’s talk about ... House Music. In a teen mag for girls the text were: Let’s talk about… knick-knacks and hair. The ads were directed both to the target audience and made allowance for the editorial content.

Demo URL: http://betachat.jubii.dk/demo/reklame/demoviewer.asp?JsFil=træfpunkt.jsComment: As the campaign is based on a live chat we hereby supply a demo version. Due to the target groups, media diversity and relative scepticism for advertising, it was important to develop an integrated communication solution which required research, brainstorming and idea sharing in the Mediacom team and the medias.

Mediacom had two goals prior to the campaign:maximizing the awareness and trial of Mega Chatintegrate the solution in the target groups own universeAnd the process of brainstorming, sharing of information and research were needed and in this case returned as a successful campaign which exceeded the goals. The Catch Word campaign was the first of its kind. The big idea was launching a concept that integrated Mega Chat – a phone service - into the chat community using alternative key words - or Catch words - for the chat master to react to. All in all subdued communication meeting the youth in a Magic Moment ...Step 1: Chatting with potential new friends in the chat communitiesStep 2: Need a more personal talk with a new friend?Step 3: Chat Master *reads* the chat through alternative key words ... & the Chat Master gives a hint about the Mega ChatThe key words were made quite sophisticated and made a new category for campaigns on the internet – and are now referred to as catch words campaigns. The catch words integrated with the chat community was obtained by research of usual and unusual sentences made on several chat sites. Using the Chat Master as the main character we simultaneously build up confidence with the product and were an integrated and non-aggressive part of the target group's chat universe.

Due to the target groups, media diversity and relative scepticism for advertising, it was important to develop an integrated communication solution which required research, brainstorming and idea sharing in the Mediacom team and the medias.

Mediacom had two goals prior to the campaign:maximizing the awareness and trial of Mega Chatintegrate the solution in the target groups own universeAnd the process of brainstorming, sharing of information and research were needed and in this case returned as a successful campaign which exceeded the goals.