HTC P3470 for Orange France
This project began with the creation of another great new phone from HTC. This phone, the P3470, was considered ideally suited to the younger end of the French market and was to be sold there by Orange.
Our brief was to create a microsite that customers on the Orange France site could visit to find out more about this new handset. The content on the Orange France site is very factual and our new site had to balance this with a more experiential treatment. The core objective therefore was to attract people to visit this new site and increase their propensity to choose this handset as a result.
This was a fascinating challenge for us because the brief was really asking us to create an interruption to the shopper's buying process. Anyone who knows digital will tell you that the more linear and fluid the buying flow, the better. As a result we had to be careful not to create an interruption that ended up in lost sales. We felt therefore, that the solution lay in creating a linear detour that delivered visitors back to where they started. The result being to maintain a linear, and effective, buying process.
The environment we created is informative (in that it communicates the phone's features) as well as being enjoyable and, primarily, memorable. The recall aspect was also really important to us as we knew that many customers would continue shopping around after looking at this site.
To meet the brief we came up with a concept that takes the visitor on a trip across Paris. A trip that's part game and part tour of the phone's features.
The central part is the section demonstrating the phone's 2Mp camera where you're challenged to capture the events happening at the Eiffel Tower. On arrival, you discover that the event is a little more unusual than you expected - a giant woman is chased up the side of the tower by helicopters.
This site was only promoted within Orange France but it received nearly 1,000,000 visits in about a month, with an average session length of just under 5 minutes. This represents an awful lot of time spent engaging with the brand. HTC and Orange France were delighted with this performance and, of course, the resulting uplift in sales.
Take a look at the HTC P3470 site in French If you don't understand French, look at it the HTC P3470 site in English