INVIGORATING DIGITAL BRANDS

AvantGo LaunchAugust 2000

INVIGORATING DIGITAL BRANDS

Creating value in the eyes of the customer

As the agency lead for launching AvantGo in 2000, a new web-based service for PDA and mobile phones, I was charged with generating new users within 3 months. Through analysis of primary market research I discovered users felt AvantGo transformed their PDA into something more. Without AvantGo their device was simply a to-do list or calendar. With AvantGo they could now choose a restaurant or read the newspaper.

Situational creative was fused with location specific media in 8 key markets that had the highest index of handheld ownership and internet usage. The goal was to make an impression during key situational usage times. A Handspring Visor transformed into a Sushi tray with the headline "100,000 Restaurant Reviews. To go." was placed near restaurants. A phone used as an airline ticket was placed in airports. And so on.

I also took the idea of a free trial and offer it in a way only we could. We created first-of-it’s-kind “Bluethooth billboards” that transferred AvantGo software directly to PDAs in the street. Thus the promise of AvantGo bringing you information you need, just when you need it, came to life instantly.

During the dot-com clutter we managed lower Cost Per Acquisition, increase users by 70,000, raise awareness by 12% and increase market share by 8% – resulting in an Effie Award nomination.

INVIGORATING DIGITAL BRANDS

INVIGORATING DIGITAL BRANDS

INVIGORATING DIGITAL BRANDS