X VOLVO OCEAN RACE (Mobext – HAVAS Group)

June 19, 2008

X VOLVO OCEAN RACE )Mobext – HAVAS Group)

Date:
March the 1^st – April the 6^th, 2008.

Company:
Mobext - HAVAS Group

Client:
Generalitat Valenciana

Background:
Generalitat Valenciana is the Government Organism responsible for the promotion of the Region of Valencia, Alicante and Castellón.

Goals:

• Communicate the Volvo Ocean Race Competition. Alicante is the starting Port of the X Edition of the Volvo Ocean Race, the most extreme Sailing World Trip.
• Promote the city of Alicante as an international destination.
• Involve the inhabitants in the competition.

Solution:
The campaign consisted of a huge dome set at the port of Alicante, in which there were several panels explaining the competition, the route, the Ports, the Village of Alicante, etc.

 

A multimedia Bluetooth point was installed over one of the main panels at the entrance of the dome, so that visitors could interact with their mobile phones.

Program Overview:
Visitors who activated the Bluetooth of their mobile phones, received an SMS with a link for the download of a JAVA Application.

 

The Application consisted on 4 stages with information about: Alicante, the route and the Ports of the X Volvo Ocean Race, Curiosities and VIP Contest.

 

People who downloaded the application could participate in the contest by sending the key-word “ALICANTE” to a short number. The prize was 3 double VIP-Entry to the competition.

 

Results:

More than 8.600 mobile users were invited to download the content.

22% of them answered the invitation.

69.5% of the people who saw the invitation, downloaded the application.

> 1.500 people participated in the contest.