A brand like HTC needs no introduction about it’s business and presence in the mobile market. It’s cutting edge and pioneer technology rooting and innovating from Taiwan. HTC as mobile phone manufacturer and a paradigm shift creator in the trends of mobile technology has a string hold and presence in the MENA region, HTC as a brand realizes the importance of associating and interacting with the users with the launch by hosting cross MENA region activation in malls and public places.
With the new HTC 10 launch, to give HTC customers a feel of their phone and gain user engagement in the three countries of UAE, KSA and Egypt.
The key challenge for this application which was intended to gain user engagement was to make the customers aware of the new features the phone was being manufactured with. Many of the features were revolutionary. The intent of this application was to spread this information swiftly without losing the interest of the user.
The idea was to create an interactive application for the mall activation where user is engaged in a game while a subtle message is passed making them aware of the features. A grid of tiles were created with all the features in pairs were jumbled and placed. The motive of the game – Flip. Users would flip and make matches of the features on a clock running backward. This was contagious and it sticks.
As simple as it sounds the brains behind the idea had in a vision, the developers had to translate this business idea into a logic so that each time the game is played, a new combination of jumble is created. This was to give the application/game a level of difficulty for returning participants. Once the game is completed, a form would collect information and help you stand a chance of giveaways.
For the promotion of HTC’s recently launched smartphone, the brand needed an engaging activity to pull the crowd on their activation stands across shopping malls in UAE and KSA. The HAWKS stepped in with an interactive mobile application, played off the promoted phone that talked about the product KSPs and gave participants a chance to win the phone too!