The document outlines a campaign strategy for an OEM smartphone launch in 2009. It discusses clarifying the device, services, and timing of the soft launch and hero launch. Key challenges are the heterogeneity of devices, issues with syncing, and competing with Apple. The insights focus on superusers' social media addictions and the fusion of real and digital worlds. The campaign premise is that the product enhances real-time experiences and knowing things first. It recommends using local heroes to fuel a passionate community around real-time culture, providing a platform via the device for community and conversation around branded content.

3. BRIEF CLARIFICATION

6. Clarification: timing Soft launch (now) Hero launch (in 3 months) Services / Software OEM branded handsets Hero handset

9. Hurdles: Heterogeneous vs. homogeneous

23. Local heroes

27. Campaign concept

32. SUMMARY: MAKE REAL-TIME WAVES

34. QUESTIONS?