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SMARTPHONE
One thing the world is not short of is choice in mobile phones. So any new launch has to make a noise, get attention, establish points of difference, be cool, look good, do everything – essentially, I suppose, be an iPhone. In mid December AKQA’s San Francisco office launched a $25m worldwide marketing campaign for Palm’s new smartphone, the Treo 680.
If there’s one thing AKQA does well, it’s understand and exploit digital media. Their fully integrated media mix encompasses print, out-of-home, online, mobile and viral-marketing components: a blend of non-traditional media and the usual suspects. The aim was to target key internet brands that everyone loves: Google, Amazon, eBay and Yahoo! The campaign includes Palm’s first-ever SMS-activated kiosks, containing a live monitor in place of the Treo screen which displays canned and dynamic content. The interactive kiosks are located at bus stops and window fronts in major US cities.
There’s a viral element: teams in Treo branded uniforms out on the streets of NY and LA running through the 680’s features – like checking the news and weather, booking a restaurant, and showing them how to get there; checking eBay accounts and much besides. All these features are highlighted on an addictive little website, ontreo.com.
 It all adds up to a subtle ploy to make the unfamiliar and possibly a bit daunting (to the sort of people still getting used to the fact that phones can now deal with texts… and even pictures!) seem familiar, simple and fun.
“We came to the conclusion that the mobile class was eventually going to buy a smartphone,” AKQA’s creative director Bob Pullum explained, “When we showed the device to people they were always intrigued by the things it could do. Staying true to the brand values of Palm (truly useful, simple, empowering and delightful) we were able come up with a campaign that not only allows people to see the cool uses of the Treo, but actually tries to put that experience in front of them. Every piece of the campaign is extremely simple in execution, much like the device itself.
“We also decided to partner with key internet brands our target loves. The Treo allows people to take their favourite brands on the road with them through the blazer web browser. SMS-enabled bus shelters in NYC, LA, and SF (an industry first) were able to give non-Treo owners a taste of what life is like to have a Treo on the go through SMS-triggered flash demos that showed live feeds of weather, news, sports, etc. And local relevant content through the screen of a large Treo.
”Ontreo.com was landing point of the whole campaign. Here people were treated to a very simple site to experience how transforming life can be with a Treo smartphone. Although the technology behind the site was very complex, we allow users to move on one simple scene so it transforms, reflecting the different uses of the Treo. There’s a second level of the site where users can get more detailed information on the partner or use of the device. There are also,” Pullum concluded, slightly enigmatically, “many hidden Easter eggs.”
http://www.onTreo.com
http://www.akqa.com
Campaign: Not just a cellphone. A Treo
Agency: AKQA, San Francisco
Outdoor & Print:
Executive Creative Directors: PJ Pereira, Rei Inamoto
Creative Directors: Bob Pullum, Adam Lau
Art Directors: Bob Pullum, Jason Apaliski
Copywriter: Adam Lau
Print Producer: Francine Kipreos
Print Traffic: Kevin McGoorty
Interactive Bus Shelter:
Executive Creative Directors: PJ Pereira, Rei Inamoto
Creative Directors: Bob Pullum, Adam Lau
Art Director: Bob Pullum
Copywriter: Adam Lau, Michelle Hirschberg
Online Banners:
Executive Creative Directors: PJ Pereira, Rei Inamoto
Creative Directors: Bob Pullum, Adam Lau
Art Directors: Bob Pullum, Sari Hamman
Copywriters: Adam Lau, Michelle Hirschberg
Executive Producer: Andrew Goldfarb
Project Manager: Lauren Morneau
Studio: Stephanie Gardner, Vinny Abeygunawardena,Brad Johnson, Jeremy Gray,Jason Tighe,Alan Brimm,Michael Kosacki,Bill Emmack, Justin Fedewa,Terry Lee, Damon Anderson
Quality Assurance: David Kaplan, Paul Liszewski
For onTreo.com:
Executive Creative Directors: PJ Pereira, Rei Inamoto
Creative Directors: Bob Pullum, Adam Lau
Art Director: Thiago Zanato
Copywriter: Joe Sayaman
Information Architect: Lawrence Yang
Technical Lead: Steve Sherwood
Creative Developer-Lead: Hoj Jomehri
Creative Developers: Terry Lee, Jeremy Gray
Senior Motion Designer: Stephen Clements
Senior Motion Designer: Caio Lazzuri
Junior Motion Designer: Matthew Law
Quality Assurance-Lead: Paul Liszewski
Quality Assurance: David Kaplan, Stewart Lewan
Executive Producer: Andrew Goldfarb
Project Manager: Olivia Murray
Broadcast Producer: Nancy Cardillo
Proofreader: Bill Emmack
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