Challenge

As Everett Rogers already explained with his theory “diffusion of innovation” back in the 60′s: when you bring a good, innovative product on the market, it’s not that hard to sell it to the innovators, early adopters and even the early majority will come along.

What is really hard, is to get the biggest group (early and late majority) to buy your product as well. And that’s what we were asked to do for T-Mobile. They’re the exclusive reseller of Apple’s iPhone in the Netherlands for almost a year. And the product has been selling really good (with a 2 year subscription of T-Mobile)… but most people who’d buy the iPhone anyway, are having one by now.

Therefore it’s time to convince the next (much bigger) group of consumers that the iPhone is out there for them!

Solution

How do you convince non-Apple-freaks that the iPhone could be a very good handset for them? Well first of all, the iPhone is more than just a phone. You probably know that it’s a music player, a GPS navigator, a very userfriendly internet device, etc. as well (if you want to know more about how much I like the iPhone, contact me personally and I’ll tell you all about it). But what makes the biggest difference compared to all other headsets is the Apps (yes, I know about the Android… geek phone). Within 1 year, the iStore already has over 25.000 Apps, from very usefull to incredibly fun.

The insight for this campaign is that with all these Apps, you yourself can make the iPhone the perfect phone for you. Abri’s, online banners, a Hyves game and gadget and a campaign page on the T-Mobile website have been created to bring the campaign alive.

To have people experience the incredible amount of Apps there are for the iPhone and the use of them for each and everybody, we’ve developed an ‘educational’ (but mostly fun) game on Hyves where you already get to learn some of the Apps. The addictability of the game and its competitive element already had thousands of Hyvers play the game, invite friends and even install the gadget. Check the screencast below to see all elements working:

All campaign elements on Hyves contain links to the T-Mobile website. We’ve also created the interactive campaign page for the T-Mobile website (click for zoom):

I’ve been doing the user experience design for all interactive campaign elements (including gameplay).