The New Zealand Army’s mission is to provide world-class operationally focused land forces that are led, trained and equipped to win. In a drive to attract new recruits for the NZ Army, advertising agency Saatchi & Saatchi built a campaign around a set of interactive web-based games called Force 9.

To bolster results Saatchi & Saatchi wanted to add a mobile component. Enter The Hyperfactory, a full-service mobile ideas, media and execution company.

The Hyperfactory creates, executes and analyses long-term mobile strategies for brands and agencies and boasts the world’s most compelling and unified mobile media network, with access to more than one billion multi-touchpoint impressions per month. Its clients include Toyota, Motorola, Vodafone and Coca-Cola.

The mobile campaign
To complement the NZ Army’s web campaign, a dedicated mobile site was built, allowing consumers to download branded content including a made-formobile Force 9 game.

To further hook participants, site visitors were also able to get Force 9 game tips and play an SMS quiz. Players of the mobile game were able to enter their high scores onto a leaderboard, as well as conferences made up of groups of their friends.

To promote the mobile component, the NZ Army’s media agency Starcom contacted Snakk Media in order to utilise Snakk's exclusive mobile advertising opportunities on the Vodafone Live! portal.

Vodafone New Zealand launched mobile advertising on the Vodafone Live! portal in February this year. The new media channel now sits alongside print and broadcast advertising, mail catalogues and online advertising, enabling brands to reach customers in a more targeted and immediate way.

The Vodafone Live! platform
Vodafone Live! targets a wide-reaching audience, and continues to grow as a richer tool in terms of content offerings. Customers can watch TV with Sky Mobile TV, watch YouTube videos and access Wikipedia and advertising through its pages.

Snakk Media is the exclusive media partner of Vodafone on the Live! portal, a position which recognises Snakk’s global expertise in targeting advertisements to the desired audience on mobile networks.

Snakk Media pulled together a media plan for the NZ Army campaign that has proven to be outstanding value for money.

This formula has produced industry-leading results by enabling the Force 9 banners to be placed on the relevant sections of Vodafone Live!, driving consumers to the mobile site where they were able to download the mobile game for free.

Results
The campaign has outperformed all expectations, with click-through rates exceeding the industry average for mobile of 3 percent by more than three times at 10 percent.

Game downloads have been in the thousands, leaving one happy media agency, a happier ad agency, an ecstatic client and a fully integrated, engaging consumer experience.

For more information

Snakk Media
Darnell Dixon
Ph 021 895 637
darnell.dixon@snakkmedia.com

The Hyperfactory
www.thehyperfactory.com

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