Challenge

Successfully introduce the MyFaves price plan to young adults aged 22-26.

Solution

Commercial Idea

An integrated campaign will boost awareness among the target audience. Through-the-line communication should be consistent and revolve around the notion that there is a distinction between ‘friends’ and ‘Faves’. With the insight that 60% of all calls are made to only five numbers, the distinction will emphasize the closeness of the friendship and bring close friends even closer.

There were 2 concept phases due to an (unfortunate) change in the briefing. I was part of the concept team in both phases (, still regret the first concepts weren’t realized) and did all the user experience design to make the concepts more concrete for both client and the tech teams who realized the whole concept.

Digital Idea

The target group is very active online, particularly on the leading Dutch social network ‘Hyves’. Bridging basic functionalities of the product with functionalities offered by the social network will ensure awareness of the product within the online environment of the target group. Further need for information is offered on a microsite in a product-focused environment.

Tools

Microsite

The MyFaves website contains information about Myfaves, a demo, a downloadable Hyves-gadget and product offers. The MyFaves site also features a contest where users can create their own Fave fanpage, and where other participants can nominate other people’s Faves.

Gadget

The gadget offers the user shortcuts to five friends within the Hyves social network. Visually, it exposes the user to the visual device that is featured prominently in the entire campaign and on the MyFaves enabled mobile phones. Over 70,000 people placed the gadget on their profile page within the first month.

More info about this case can be found here.