Challenge

Follow up the successful awareness campaign in wich web‘n’walk was introduced with an online campaign that changes the perception of web’n’walk in the target audience (young adults, 18-25) from ‘nice to have’ to ‘must have’.

Solution

Commercial Idea

Take the hugely popular ‘Wendy’, a virtual character introduced with the earlier awareness campaign, and use her online presence to show the importance of ‘internet on your mobile device’. Showing the product in use through examples of recognizable situations will make web’n’walk irresistible for the target group.

Digital Idea

Demonstrate the impact of web’n’walk by cutting off Wendy from the product. Let the user experience the freedom and control of web’n’walk in an infotaining way.

Display Wendy in a problematic situation the target group can relate to and activate the user to help her overcome the problem using web’n’ walk.

Together with a few colleague’s I did the concept phase of this project. Besides that I’ve done the user experience design for all the interactive tools that have been used in this campaign.

Tools

The digital idea alive was brought to live by using several tools;

Game

Wendy, a sympathetic, slightly quirky, dynamic young woman has lost her mobile phone. Just when she needs to make preparations for a party at her home that evening. She appeals to the user for help. Using a mobile phone as an interface to web’n’walk the user needs to complete a number of assignments. After having completed the game, the user enters personal information. The following day Wendy gets in touch and thanks the user for their help.

Hyves

Using Hyves, the leading Dutch social network, as a communication platform, Wendy announces the winners of the game to at least 45,000 of her confirmed Hyves contacts.

Gadget

Traffic to the game is generated through a gadget on Hyves in which Wendy and the user of the gadget are featured.

More information about this case can be found here.