Single, Single Release
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Digital / 2012
Swedish mobile provider Comviq asked us to launch ‘Ringback Tones’, a new service which lets you replace the tones people hear when calling you, with a song of your choice. We teamed up with Swedish pop star Veronica Maggios, who released her anticipated new single ‘Välkommen in’ exclusively as a ringback tone, and on one mobile number only. For two weeks, the only way to hear the new single was to call a number that belonged to an average Joe: Comviq user and Maggios fan Firat Strechim Delen. The campaign started with a mailer sent to journalists and bloggers. As soon as the number was out there, the phone started ringing. Every caller got a text explaining how to sign up for the service. The news about the single release spread even more, with radio stations calling to play the song, and praise from influential music writers. Aside from all the publicity for Veronica Maggios and Comviq, 56% of callers signed up for the new service.
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