Fear the OFF Experience. In a hyper connected world our smartphone has become the bridge to stay connected to the world, that’s why running out of battery can easily become the most terrifying moment of the day. There is even an official phobia, Nomophobia: an exaggerated, inexplicable, and illogical fear of being without a mobile device, power source or service area, the fear of being out of mobile phone contact. We took advantage of this to bring it to life massively, to generate collective panic and therefore generate awareness of the our new phone that would counter this situation.

Everyone in Colombia needed to be aware of the launch so we needed to go massive, we chose the most important channels and websites in Colombia and we literally turned them off for 48 seconds, creating a massive felling of running out of power and driving traffic to the live streaming of the Mate 8 launch, this started the conversation. We began with the blackout that drove traffic to our launch event and streaming, creating next day PR and a sustained strategy on informing the features of the phone.

Our launch hashtag #MeQuedéSinBateria (#IRanOutOf Power) was an organic trending topic during 48 hours, reaching more than 2.000.000 unique users in two hours, 38% more traffic driven to the Mate 8 Website, and the most important, our sales exceeded the goal, achieving 125% in the first month.

We also achieved 74.000.000 impressions in social media.