In January 2003 we have won a contest for a new media launch & full service of a revolutionary brand : Heyah. We were asked to create a long term strategy coherent with offline strategy by G7, using all possible new media tools: www, e-mail, SMS, m-coupons, loyalty club, e-shop and community building online tools. Our goal was: let the young people experience the brand, build a society around Heyah, conduct a frequent communication with our users and prove the brand.

The first project was www.nadchodzi.pl

Nadchodzi.pl

At the beginning there was a teaser of Heyah launch campaign. On the basis of our experience in previous young target projects (for House or MTV) we have decided to create a virtual world of the young people, where they could feel at home. We showed them their courtyard, blocks, their house party, their kitchen and their bus stop. They could watch their peers how they drink, dance, talk or sit on a bench.

We knew young people like weird stuff and on the other side – everything that they are familiar with. What could work and intrigue them better than talking and burking pigeons in their courtyard? :)

The users could get into the world and experience the brand especially built for them without getting to know anything about it. On the microsite we have organized a contest titled ‘What is the red hand?’ (logo of the launching campaign and later of the whole brand). It proved to be successful. We’ve received over 80.000 answers, including songs about the red hand, poems and short answers and – at the same time – 80.000 people to communicate with.

Heyah.pl

6 weeks after the acceptance of our strategy we have created a new telecom portal (pretty unusual for those time) with Heyah Klub and online tools supporting the building of online society such as: forums, party and gossip newsletters, m-coupons, comic productions and members profiles.

1. Why have we decided to give young people community building tools?

   Young people love to communicate with each other, become and stay a part of a group of people, get noticed by their peers.

2. Why comic productions?

   Comic art is living its rebirth now. It is one of the most developing arts of experience and communication among young people (apart from graffiti). They like to do it, they like to read it, they like to decide about it.

   We have created our own heroes ‘biedne dronki’ and weird, hardcore stories about them. They have linked 2 things teenagers like most: infantilism and hardcore. We cannot describe them. You have to see them (look beneath). We also used comic art in autumn 2004 campaign ‘mocno zbite ceny’. The usage of comic art was continued with success in offline and online campaign ‘3 grosze’.

   

3. Why constant communication tools?

   To make them ambassadors of our brand. To make them feel it is alive. To give them regular value added.

4. Why black? Why so different?

   We wanted to be noticed. We wanted to show, that we’re for the young ones and we made it easier for the youngsters to identify with the brand. Because of that we proved we were different & that we were the ones.

Heyah Klub

We have created Heyahclub based on www and SMS platforms. Club members could receive m-coupons entitling them to take advantage of the clubs possibilities, such as free popcorn at Cinema City, free yo-bulka at KFC, free entry for Heyah parties or discounts in fashion stores. Within a year we have gathered over 200.000 Heyah Klub members. We were communicating with them regularly via e-mails and text messages. They took part in a series of contests and became active ambassadors of the brand.

• - We have hired an 18-year-old ‘ziomal’ and 21-year-old girl to communicate with Heyah Klub members. We wanted our communication to be genuine.
• - We have created and managed a Heyah e-shop, which was selling 10% of Heyah starter packs within the first 3 months, hiring 20 shop assistants.
• - If was the first community platform in Poland with value added content.

3 grosze campaign

Our comic art from www.heyah.pl found its continuity in the ‘3 grosze’ campaign (by G7). It was rebel, it was weird, it was intriguing, it was different. Our online productions: microsite www.heyah.pl/3grosze and the Internet campaign were to prove that Heyah was ‘the brand’. That it is unusual, in the young peoples’ climate. We animated offline comic heroes, letting Internet users hear them and take part in a contest.

Over 30.000 Internet users took part in our contest ‘What can you buy for 3 grosze?’. Contests let young people get noticed and let us enlarge our data base, which allowed us to communicate with them after the action. On the basis of our developing knowledge and experience of the young target we have created a lot more online campaigns, a series of comics, a series of community building applications.

Heyah Zainfekowani

July and August 2004 saw Poland overtaken by Heyah epidemics.

• 1st stage – the negative

  In line with its strategy, Heyah launched in the Internet the same offensive attack as it had done in the real world. At the beginning, the Heyah campaign featured the teaser at www.zainfekowani.pl/intro, referring to the TV campaign. The task of the microsite was to gain interest in the atmosphere of scenes of everyday life, with no people at all, and to encourage them to explore a short experience after having clicked on the robot left on the stairs.

• 2nd stage - Infection

  In the second stage of the “Zainfekowani” campaign, a unique advertising action was carried out on the site of Wirtualna Polska. Bacteria from Toplayer, displayed on the main site, dispersed on the entire site and changed its text into unreadable signs. Similar symptoms could have been observed on other portals – for example, the www.gryonline.pl portal was going on fire, onet.pl portal underwent corrosion, and on Hip-Hop.pl a Toplayer appeared with: “Don’t listen to hip hop! Go back to classics!”, and instead of information about this music the view could read about... the philharmonics!

• Another stage was to launch the Epidemics Information Centre at www.zainfekowani.pl. Web users could find news there concerning the spreading Heyah epidemics – the actions at the seaside and in the Mazury lake district organized together with MTV or 4Fun TV.

• In the competition, organized for Heyah by FireFly Creation, the users were to send their accounts from the “Zainfekowani” action. Together with Heyah, we selected 65 finalists awarded with Heyah Nokia mobile phones as well as Heyah mattresses, t-shirts and other gadgets.

  Zainfekowani.pl involved, first of all, an unconventional graphic design, many colorful animated elements that were supposed to involve the user interactively, as well as a special attraction: a strip-tease show!

  Everybody could be examined by a Hot Nurse or Male Nurse Grześ, who – depending on actions undertaken by the user, slowly undressed. One could choose from among a few scenario options, as well as recommend the game through an intriguing postcard sent to friends. The cards performed the function of a viral marketing tool.

• Web users could also entertain themselves hunting for viruses with crazy nurses in “Łapman” game. The game – apart from interaction thrills – was also supposed to create an appropriate atmosphere through the use of unconventional graphic design referring to “pencil scribble”.

• 3rd stage – the positive

  In August, an extensive sponsoring campaign was carried out on such Web sites as: czat.wp.pl, www.tenbit.pl, www.fotka.pl, or www.sms.pl, www.clubbing.waw.pl and many others.

• The 4th stage...

  FireFly Creation was entirely responsible for the creation of the “Zainfekowani” Web sites. We were responsible not only for the design and programming side, but also for the Internet strategy, copywriting, photo sessions, the competition, as well as for creation and supervision of the campaign.

  The media were planned and bought by OMD. The strategy and the real-world campaign concept were developed by G7.

Heyah e-shop

2 weeks before the launch of the new brand Heyah, the Client asked us to create, launch and provide full service (technology, logistics, distribution and transactions) of the Heyah e-shop.

The goal of the project was:

• - Making a new, well-serviced sales channel available (the operator was just creating a distribution network on the day of the launch).
• - Proposing a special action for Heyah Clients, which would draw them to the e-shop and would be an important PR element.
• - Full service of the e-shop.
• - Promoting Heyah e-shop.

We picked up the gauntlet. That is how Heyah e-shop was created.

• a.The creation of Heyah e-shop

  We created an e-shop, where Internet users could buy starter packs of the new telecommunication brand. One attractive quality, as well as an organization and distribution challenge, was the possibility of choosing the operators number. This special function made the e-shop attractive to buyers and sellers on online auctions.

  E-shop users had Access to the following functions:

  • - browsing through products,
  • - checking order status,
  • - raporting changes of the order status,
  • - basket,
  • - choosing method of payment,
  • - choosing means of transport,
  • - choosing payment confirmation (invoice / bill),
  • - the possibility of choosing the number.

  Heyah e-shop administrators had the possibility of:

  • - managing stock,
  • - creating reports,
  • - e-mail procesor for answering e-mail questions,
  • - adding new products,
  • - managing invoices.

  Full service of the Heyah e-shop

  FFCreation was supposed to provide the full service of the Heyah e-shop:

  • - www service:
    • a). updating product information,
    • b). monitoring the e-shop,
  • - logistic service,
  • - distribution,
  • - payment service,
  • - answering e-mail questions abort the Heyah e-shop,
  • - managing the Heyah e-shop warehouse.
  
  

  Over the first 3 months, during chich time the operator was just organizing its distribution network in the real world, FFCreation employed over 20 sales representatives, who serviced the Heyah e-shop and realized 10% of the starter pack sales.

  Clients’ questions about the e-shop were serviced with the support of the e-mail processor system, which analyzed the content of the e-mails and suggested answers. As the service developed, new products were addend to the e-shop, i.e. mobile phones, shirts, Heyah gadgets.

• b.E-mail processor At the Heyah e-shop

  In May 2004 FFCreation was the first to introduce to the market the e-mail processor, chich proved to be the perfect tool for servicing Clients. This artificial intelligence supported the work of consultants at the Heyah e-shop.

  This special application recognizes questions sent the Clients, answers them and sends the reply to the consultant, who checks its validity. The success rate of the application is 70%, which significantly decreases peoples input into the client service process and increases consultants productivity by almost 30%. The other 20% of e-mails require consultants intervention, and 10% are questions unrelated to mobile telecommunication.

  The e-mail processor at the Heyah e-shop is also capable of checking the status of the order. The Client just has to enter the order number in the e-mail and the application will automatically retrieve and enter to the reply e-mail the current order status. Communication is carried out in a natural language. The system operates on complex recognitions – queries processes supported by matros, tables and data bases. In remembers the user and operates on variables. In also contains dictionaries and can include different language mistakes.

  The system can be constantly developed by new expressions and problems noticed by the users. If the Client in the content of the e-mail uses terms unrecognizable on the basis of them being untypical (e.g. slang) or asks a question that does not have an answer in the data base, the consultant sends the content of the message to the creators of the data base, who then add those terms.

  Questions in languages other than Polish also can be answered.

What do young people like?

They like:

• - hardcore,
• - rebel,
• - comics,
• - infantilism,
• - illegal stuff,
• - communicating with each other,
• - being part of a group of people,
• - getting noticed,
• - weird stuff,
• - high quality stuff,
• - in general they do not like advertising but they do appreciate interesting, hot commercials,
• - brand products,
• - their own courtyard (e.g. blocks, ‘ziomals’, street language) and on the contrary exotic stuff (such as Bollywood).

It’s not only about doing nice visuals. It’s about trying to understand young people, communicating with them, feeling them. And we did that with the very launching Heyah campaign in new media... And more.

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