The document discusses a marketing campaign for a new smartphone called Simplyse7en targeting Australian students. It describes the campaign as having three phases: 1) Building hype through social media and blogs, 2) A simultaneous 7-city launch event with live streaming and competitions, and 3) Continued engagement through YouTube, websites and influencer marketing. The goal is to increase brand awareness, trials and conversations around the new phone among students through an integrated on and offline approach.

1. reaching
out.

2. Chee Ching | Danny New | Felicia Chow |
Luke Wesney | Rachel French

3. It is faster

4. Live tile is unique

5. easier to use

6. ACCESS TO MS OFFICE

7. Most
relevant
hub
Organized to 6 hubs

8. WHY ?

9. Australians have embraced the
smartphone trend. Shipments
surged 101% in Q4 2010, with
smart phones forming 62% of
the mobile market.

10. They are always looking for
something more innovative.

11. Australian economy has stayed
strong with AUD gaining more
power on the global stage.

12. Employment rates and wages for Australia students have
remained consistent
Most importantly, students in
Australia have high employment
rates and wages.

13. 21% 25%
11%
40%
3%
AUSTRALIA SMARTPHONE MARKET SHARE
(April 2011)

14. We need to increase market share
In order to stay in the
competitive Smartphone market

15. Becky is going
to help us

16. She is individualistic
She is an early adopter
She look forward for
Becky isand freedom
fun going
to help us
She is aware of the different
options of smartphones out there
Most importantly, she is
heavily influenced by her friends

17. CONNECTING
WITH ONE AND ANOTHER

18. BUT!

20. socializing

21. gaming

22. Social
networks

23. music

24. Capturing
moments

26. Building the hype
The launch
Keeping the momentum

27. Building
1 the hype

28. Simplyse7en.com

29. Simplyse7en.com

30. Simplyse7en.com

31. Simplyse7en.com

32. Simplyse7en.com

33. Simplyse7en.com

34. Simplyse7en.com

35. Simplyse7en.com

38. Using the phone in
an everyday basis
Generate conversations
Report insights
Publicize the launch event

39. 2 The launch

40. Seven
Simultaneous
nationwide
launch event

41. 7 feature
hubs

42. Live
telecast
between
the 7
cities

43. Live Twitter coverage
#simplese7en

44. Geo-location
competition
Geo-location competition

45. First simultaneous launch event
Generates publicity
Engages becky and her friends via
an engaging event

46. Traditional
& new media
3 integration

50. Youtube channel

54. It’s just faster

58. Everyone’s phone

59. Official website
background takeover

60. facebook

61. twitter

62. Foursquare &
Facebook
places promo

63. mrgadget | mark ipaviz | thatvideogame
notquitenigella | violet lebeaux | Amanda
thomas | Karen Cheng

64. Bloggers engagement

66. Bloggers contest

67. Ambient: live tile preview

68. Ambient: live tile preview

69. Ambient: live tile preview

70. JINGLE
DOWNLOADABLE
as RINGTONE

71. ALL OF These
WORK TOGETHER

72. to
INCREASE
Brand
awareness and
trials among
the students

73. Execution launches

75. Evaluation
Increase in trial use in telcos
Hits on microsite & social networks
Event launch turn out
Ambient media engagement
Brand conversations

76. recommendations
Simply se7en Battle of the bands
Second phase of the
Simply se7en microsite

77. It’s targeted
It’s simplicity
It Connects
It maintains brand recall