2016 Winners & Shortlists

Creative Execution

The key promotion element was to allow the attendees to experience the recently released HTC phone and win discounts on their next purchase of any HTC phone over a price range. The louder they laughed, the more the discount they were eligible to avail. The website ran in real time, and participants knew their score while they were playing it. People laughed and laughed out so loud that other attendees got curious as to what's going on at the activation and took part themselves. The top scorer of the day also won the HTC One A9.

The main idea of the activation was to get audiences to get a feel of the recently launched device to increase brand, product awareness in a bid increase sales, pushed by the discounts handing out by taking part in activation. The LOL web app was played by 962 attendees at the two-day event (activation was live for 8 hours in total), 337 people completed the app and submitted their information. The discounts were given based on the scores of each participant, and were given a discount voucher to avail for their next HTC purchase. 181 participants got 20% discount on their next HTC purchase (of which 77 were redeemed), 125 got 40% (46 were redeemed), 23 got 60% (19 were redeemed), and 8 got 80% discount (6 were redeemed). The results from discount redemption is not final, as it is still valid.

Being a title sponsor of the event, HTC wanted to show its presence and put forward an activation based on the new release HTC One A9. The idea was to engage the event attendees in a light-hearted, event-related manner, going with the theme of laughter. The activation aimed at giving the audience a product experience, warming them up for the laughter filled evening ahead, by keep an incentive that benefited the brands sales objectives, i.e. discount on purchase. Our task was to make the attendees laugh and make them earn the discount. Post the activity, the attendees received an email with their score that they could share on social media.