never.no helps Danes be stupid15 July 2010
Interactive technology provider never.no has teamed with systems integrator Comtech Experience to power what it describes as an edgy and innovative guerilla advertising campaign promoting Diesel clothing in Denmark.
Part of Diesel’s current international branding push, the 14-day campaign used never.no interactive technology with Facebook and digital-out-of-home (DOOH) displays to enable anyone with a mobile phone to "Be Stupid" before a wide audience.
"Diesel took advantage of the multiplatform nature of the publishing experience to blaze a trail in showing how mobile interactive technology makes digital signage alive, relevant, and truly eye-catching," said Karsten Solaas, Comtech’s managing director. "The technical execution was perfect, and Diesel has been so delighted with the campaign’s success that they continue to showcase it."
Never.no’s Interactivity Suite powers communication between mobile phones and video displays. For the "Be Stupid" campaign, it worked in the background to enable mobile phone users to send photo messages to a short code number for inclusion in a constantly changing mosaic on Facebook, on 8 x 6m projections on buildings in downtown Copenhagen, and on digital signs in Diesel stores in Copenhagen and Aarhus.
Working closely with Diesel and never.no, Comtech Experience pulled the campaign together with only two weeks lead time. Challenges included Facebook’s restriction of uploads to 10 at once, so that Comtech had to provide continual real-time message moderation.
"Cutting-edge advertisers like Diesel are becoming increasingly excited about the potential of mobile phone interactivity in combination with DOOH," said Lars Lauritzsen, never.no CEO. "Like us, they recognise the multiple benefits, including buzz and instant customer feedback that interactive participation generates. A successful, high-profile campaign like Diesel’s in Denmark is an ideal demonstration of the technology’s effectiveness."