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Canpages Text 411 Ringtones
Client:
Product:
Payout:
750.00 CAD
Deadline:
Wed, 08/13/2008 - 5:00pm
How to enter:
- Create your ad according to the specifications in Requirements.
- Upload your ad
- Tag your ad with "Canpages txt-411"
- You're in!
Canpages will review each submission, along with the AdHack community. In many cases, folks will post comments on your ad.
At the deadline Canpages will select the ringtone they want to go with and we'll contact the ad creator.
Remember, you retain all the rights to your work until you win and decide to sell them to Canpages.
Problem:
Canpages wants to helps its field sales force explain a new product, txt-411. To do so they need an ad that shows the product in its context.
Goals:
Build awareness and induce trial of Canpages™ SMS via a ring-tone amongst target audience.
Audience:
Primary target market: Generation Y (18 – 27 years old) Tech-savvy high school students, college / university students and new graduates with many working part-time or full-time jobs. These Gen-Yers own basic to high-end mobile handsets and spend considerable time surfing the Internet on a daily basis. They are heavy text message users that regularly text message friends on their mobile phones. They also like downloading ring-tones and MP3 files and instant messaging friends. This group likes to shop online, listen to music and watch online videos, and read magazines and travel to domestic resorts and parks for skiing and camping, but most importantly are hungry for technology and the latest hot gadgets. This group lives in both suburban and urban areas, but enjoy meeting up in large urban areas. They are very responsive to free or heavily discounted mobile services and like to SMS for personal use more so than business. Secondary target market: Generation X (28 – 39 years old) Tech-savvy and career-driven adults working full-time jobs that currently drive the growth of SMS. These Gen Xers use the Internet at work and at home on a daily basis. They tend to carry one to two mobile phones for work and personal use, mostly using their mobile phones to email, check calendars, contact information, news, weather and business documents (on their PDAs). Many are beginning to start families and are becoming more career-focused so they are spending considerable time preparing for their future, many moving either closer to work in urban areas or living in suburban areas but commuting to urban areas for work. They are very responsive to free or heavily discounted mobile services and like to SMS for business or travel purposes.
Context:
The audience will encounter the ring-tone ad in various public spaces – on the way to work or school (transit shelters, buses, and trains), at school or work, in shopping malls and on popular urban streets. The ring-tone ad is auditory-based so it should last significantly long enough for passersby to be aware of the product (Canpages™ Text 411). The ring-tone ad should stick out in the mindset of the user and passerby’s.
Ad Promise:
Catchy; build top-of-mind awareness to induce trial and continuous usage of the Canpages™ Text 411 for the end-user. Stopping-power geared to target audience.
Product promise:
Blunt and direct; using Canpages™ Text 411 locates what you’re looking for faster and easier in a language appropriate to the target audience.
Proof:
Using Canpages™ Text 411 results in positive outcomes and makes searching and planning just that much faster.
Character:
Person-to-person insider tone — word-of-mouth-like. Energetic and quick. Like an insider tip to get what you want and save money.
Requirements:
Ring-tone is auditory-based and can have music and/or script. Music and/or script should include “Canpages Text 411” or 898-411 (the shortcode) to act as a call to action to use the Text 411 service. Output file should be an mp3 file. The ringtone files must be under 300 kB in size. Great ringtones are typically 5-8 seconds in length, but it must be under 12 seconds.
Extensions:
Ad could extend to various mobile kiosks at events, on Canpages.ca online directory site, in emails (personal or e-blast campaigns), shared on social network sites, as giveaway CDs.
Comments
Need Some Help Getting Started?
Submitted by Corey Rollins on Fri, 08/01/2008 - 12:53pm.Think you can't enter because you're not a professional audio engineer?
WRONG-O!
Check out this blog post packed full of software and resources to get you on your way! A good read for audio designers of all levels.
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