Hugo Kalf (business director) and Marco de Boer (creative director) both working at Artmiks in Amsterdam, The Netherlands, want to show that you can do more with mobile phones.
Everybody has got one so why not use them for advertising.
By addressing people to call in an indirect and intriging way, you have a longer print/customer contact than usual. In the SoundAds campaign they were able to push this contact up to 1.15 minutes.
"Monday March 14, 2005 a special communication project called SoundAds will start. Various messages are displayed on the street and in the print media, each with a unique 0900 telephone number. If you call this number, you will find out in the story behind the image of the advertisement or the shelter. Well-known Dutch photographers and illustrators - including Carli Hermes and Piet Paris - have made special work for this project. In total, 22 different images and scripts have been developed. Of these, 15 have been included in various media, from Playboy, Nieuwe Revu and Boomerang to station barriers. The campaign in the public media runs until the end of March. All expressions can be seen life-size from 22 to 25 March 2005 during an exhibition in 11, Post CS in Amsterdam. The exhibition is freely accessible. The reactions of the public are investigated to determine the effect of this new form of communication at medium level. The results will be announced after the exhibition.
The idea behind the project comes from Artmiks [image builders]. They have developed the concepts and are responsible for art direction, design and realization of the entire campaign. The photographers and illustrators belong to the stable of the agency CMA Unit. MI5 studio and Multivoice are responsible for the voices and the special sound compositions. As a sponsor, KPN Callfactory provides the various 0900 numbers and its voice response infrastructure. Het Souterrain has written the Dutch copy and Dominique Lesbirelde English copy for the sound clips.
The campaign in the media came about thanks to the media agency Stroom who arranged the selfless participation of numerous media including Boomerang, Viacom, Metro, Rails and Sanoma Men's Magazines. The PR campaign in the consumer media is led by the Amersfoort PR agency Lensink & van Berkel. The research into the effect and appreciation of the campaign & the expressions is carried out by Motivaction."
Campaign: Hmmm ... it's cross media - it combines print with sound in a variety of ways. It's outdoor, magazines, web and "mobile phones".
Where: In a bar pieing in front of a poster wall that didn't say much. You see the posters with concerts and movies and stuff like that and you wonder how it might sound.
Satisfied: VERY! Appearently people were waiting for something like this because a lot of people called. Also, its the tip of the ice berg - you can do so much more - and we are already working on some follow ups.