PRESS
+ 2008
LONDON - Ogilvy Advertising has developed a mobile application for Fanta that is only audible to teenagers.
The application is based on the same technology used to deter teenagers from hanging around outside shops and bus shelters, the Mosquito Teen Repellent, developed by Howard Stapleton.
The application, Fanta Stealth Sound System, uses high-pitched frequencies, only audible to the under 20s. It includes wolf-whistles, warnings, pssts and sound tags for phrases like "cool", "uncool", and "let's get out of here". It will be available via a new Fanta WAP site developed by The Hyperfactory.
Heaven 17 and The Human League founder, Martyn Ware, developed the sound tags, XS2TheWorld developed the application, and creatives Mike Watson and Jon Morgan, and creative partner Alasdair Graham created the campaign.
Coca-Cola Europe is also launching a second mobile application, Fanta Virtual Tennis, a 3D Augmented Reality tennis game created by The Hyperfactory.
BrandRepublic.com
Coca-Cola Europe's Fanta bran aims to reach the youth market with the applications, Fanta Virtual Tennis, and Fanta Stealth Sound System.
Both are scheduled to be available early next year and will be supported by PR, viral, print, and online advertising, as well as on-pack promotions and point-of-sale materials.
Clickz.com
The panel discussion at MediaPost's OMMA Mobile conference on Thursday morning touched on one of the most interesting trends in digital media: the integration of mobile and out-of-home place-based marketing campaigns (not to mention experiential elements).
Bryon Morrison, the president of IPSH!, recounted a campaign for Doritos that placed mysterious black bags labeled X13-D in stores, asking consumers to send text messages guessing what the new flavor was. In addition to selling out the product, this spurred Internet discussion, propagating buzz to the Internet at large. Morrison also described a package IPSH! put together for a conference of 5,000 top GameStop store managers, which highlighted the possibilities for integrating mobile marketing with digital signage and big-screen entertainment in a public setting.
Similarly, Derek Handley, the CEO of the Hyperfactory, said his company has launched a number of successful mobile campaigns for soccer (er, football) fans in Europe and Latin America, for example sending out messages to groups of friends when their team scores and allowing them to celebrate communally, even if they're in different places. Alternatively, Handley said Hyperfactory has experimented with mobile content and advertising programs in sports arenas during the events. However Handley cautioned that some of these fell flat, depending on the sport, emphasizing the degree of sensitivity and familiarity marketers need to have with the immediate context of these campaigns. For example, mobile programs that relied on jumbotron screens tended to succeed less at soccer games than with other sports, as spectators at soccer games tend not to look at the screens.
mediapost.com
The Abelson Group John Angelo, 623-792-8239 john@abelsongroup.com. Raking in more than 20 invites to speak at major wireless events this year, The Hyperfactory is set to take the stage for a busy Fall and Winter on the road. Seven Hyperfactory experts hit the road to take on nine events in less than eight weeks, to teach brands about "how to talk entertainment," challenges and realities in the mobile industry and show the most award-winning mobile campaigns in the world.
At these conferences, the executives will show brands and agencies why The Hyperfactory is the most award-winning mobile ideas and execution company on the planet, showing reels of exciting mobile campaigns, and diving deep into what works in entertainment, on devices and in the media.
1. OMMA Mobile conference in Los Angeles on Oct. 30: "Best Case Scenarios: Learning from Good Work," by Derek Handley. And "Baby, You Can Drive My Car" (mobile campaigns in the auto industry), by Daniel Blackburn.
2. Digital Hollywood in Los Angeles on Oct. 30: "Strategizing the Campaign: Selling Movies, TV and Video on the Web, Social Media, Mobile and TV," by Liz Jones.
3. Jericho Brainy Day in Auckland, New Zealand, on Nov. 5: Mobile Marketing workshop, Ghanum Taylor.
4. Mobile Marketing Association (MMA) Forum in San Diego on Nov. 12: "Mobile Marketing A to Zs: Getting Started in Mobile Marketing," by Derek Handley.
5. The International Digital Entertainment Festival in Melbourne, Australia, on Nov. 12: "Where the Future Is," by Geoffrey Handley.
6. Ad:Tech in NYC on Nov. 12: "Incorporating Mobile Advertising Into Your Marketing Efforts," by Jeff Arbor.
7. Billboard Touring Conference in NYC, Nov. 20: "Digital Marketing Tactics for the Concert Touring Industry," Jeff Arbour.
8. GSMA Mobile Asia Congress in Macau, China, on Nov. 20: "Mobile Money and Marketing," by Howard Hunt.
9. Mobile Media Investor Conference in San Francisco on Dec. 9: "Mobile Advertising: Adoption, Challenges and Opportunities," by Derek Handley.
To schedule an interview or request The Hyperfactory executives for speaking engagements, please contact John Angelo at 623-792-8239 or john@abelsongroup.com.
About The Hyperfactory
The Hyperfactory is the leading full-service mobile ideas, media and execution company, responsible for the most award-winning innovative mobile campaigns and Websites seen anywhere in the world. Founded in 2000, the company creates, executes and analyzes long-term mobile strategies for global brands, agencies, content publishers and mobile application companies, regardless of the technology. The Hyperfactory is trusted by a portfolio of notable brands that include Toyota, Motorola, Vodafone and Coke, all of whom rely on The Hyperfactory as an essential part of their mobile marketing strategies. The Hyperfactory has a U.S. Headquarters in New York, International Headquarters in Auckland and sales and operations offices in Los Angeles, Chicago, San Francisco, Shanghai, Hong Kong and India. For more information, visit: www.thehyperfactory.com.
pr-inside.com
The World's Most Award-Winning Mobile Agency Has Yet Another Opportunity to Clear More Room in its Trophy Case
New York, October 29, 2008 - In what has become an annual tradition, The Hyperfactory received multiple nominations across several categories for the Mobile Marketing Association's 2008 Global Awards. This year, the world's most award-winning mobile agency was recognized for its innovative campaigns in five top categories.
* Best Use of Mobile Marketing, Branding (Asia Pacific): "Guiness Passport to Greatness" in conjunction with OgilvyOne Worldwide, Hong Kong
* Best Use of Mobile Marketing, Cross-Media Integration (Asia Pacific): United Nations "Voices" Campaign in conjunction with Saatchi & Saatchi Sydney.
* Best Use of Mobile Marketing, Cross-Media Integration (North America): "Peyton Manning's Priceless Pep Talks"
* Best Use of Mobile Marketing, Direct Response (Asia Pacific): United Nations "Voices" Campaign in conjunction with Saatchi & Saatchi Sydney.
* Best Use of Mobile Marketing,, Product/Services Launch (Asia Pacific): Nike T90 Kick-Off Launch in 3D Augmented Reality on Mobile
"It's a great feeling to once again be recognized by the MMA for the campaigns we've developed this year," said Derek Handley, CEO and founder of The Hyperfactory. "We're very fortunate to work with brilliant clients and agency partners who help us achieve these stellar results. We look forward to attending the MMA award ceremony to continue The Hyperfactory's winning streak!"
The MMA will announce the winners at the Annual Global Awards dinner and ceremony on November 13 in San Diego.
About The Hyperfactory
The Hyperfactory is the leading full-service mobile ideas, media and execution company, responsible for the most award-winning innovative mobile campaigns and Websites seen anywhere in the world. Founded in 2000, the company creates, executes and analyzes long-term mobile strategies for global brands, agencies, content publishers and mobile application companies, regardless of the technology. The Hyperfactory is trusted by a portfolio of notable brands that include Toyota, Motorola, Vodafone and Coke, all of whom rely on The Hyperfactory as an essential part of their mobile marketing strategies. The Hyperfactory has a U.S. Headquarters in New York, International Headquarters in Auckland and sales and operations offices in Los Angeles, Chicago, San Francisco, Shanghai, Hong Kong and India. For more information, visit: http://www.thehyperfactory.com.
Contact:
John Angelo
Abelson Group for The Hyperfactory
623-792-8239
john@abelsongroup.com
The Marketing and Interactive Excellence (Mixx) Awards were awarded by the Interactive Advertising Bureau (IAB) last night at the Crowne Plaza Hotel in New York with The Hyperfactory adding to their running total, reinforcing their position as the most awarded mobile marketing agency in the world.
The Auckland, New Zealand based company, now with ten offices worldwide, were a Silver Winner in the Mobile Platforms category for their MasterCard 'Peyton's Priceless Pep Talks' campaign. Run in conjunction with MRM Worldwide, the program saw individualized pep talks from Superbowl MVP-winning quarterback Peyton Manning. There were a range of pep talks from Peyton, each deliverable with your name, or that of a friend to your mobile phone or over email.
For a full list of Mixx Award winners, please visit www.mixx-expo.com.
The Hyperfactory will be celebrating after a fantastic Friday night as they picked up Best Consumer Content Offering for the United Nations Voices Project in conjunction with Saatchi & Saatchi Sydney. As well as picking up one gong, the mobile media, ideas and execution specialists also made the finalist list for Most Creative Mobile Solution.
UN Voices was a campaign rolled out in Australian cities last year, aiming to give voice to those who needed to be heard - normally those that don't have a voice. Used to highlight the various 'days' throughout the year to bring attention to the plight of those that inhabit this world, Voices combined ground breaking Image Recognition Technology with traditional media to achieve the UN Australia's biggest ever marketing campaign.
Seven people who struggle from childhood HIV and orphanage to homelessness to domestic abuse were photographed and interviewed. Their photos then appeared in magazines, newspapers, posters and ad shells around Australia. To hear the story, bringing the image to life in your very own hand, all that was needed was to take a photo of the person's lips and MMS this in to a shortcode. Within a few seconds you would receive a call through an IVR system from the person in the photo explaining to you their story.
This was the UN Australia's most successful marketing campaign ever, drastically increasing awareness in major urban areas. Off the back of this success, the United Nations plan to roll the campaign out in major cities around the world.
To see a full list of winners, visit www.mmaawards.com.au.
Derek Handley is one of the mobile world’s leading young entrepreneurs and has been at the forefront of some of the industry’s most successful, innovative and technological ventures over the past seven years.
In 2000, Derek founded mobile marketing and media company The Hyperfactory, with his brother Geoffrey Handley. Now based in Los Angeles, Derek is responsible for The Hyperfactory’s global strategic growth and direction.
The company has grown exponentially since its inception and now has eight offices worldwide - an International Headquarters in Auckland, New Zealand, US Headquarters in New York, and sales and operations offices in Los Angeles, Chicago, San Francisco, Shanghai, Hong Kong and Hyderabad. Clients include Toyota, Motorola, Vodafone, Nintendo, Mastercard, Nike, Coca-Cola and many more.
The Hyperfactory is also the most awarded mobile marketing company on the planet, having received op honours from the Webbys, AdWeek, OMMA, the Mobile Marketing Association and many more industry organizations.
Prior to launching The Hyperfactory, Derek founded boutique investment house The Mint Limited. The company’s first venture investment was a pioneering international online sports and racing betting business, Feverpitch. At the age of 22, Derek became New Zealand’s youngest ever managing director of a listed company when he led Feverpitch to list on the New Zealand Stock Exchange. The company subsequently launched the first ‘betting exchanges’ in New Zealand, the US and Australia. He is also the co-founder of luxury basics cashmere label To Sir With Love, which has been celebrated in Vogue, Harpers Bazaar UK, Cosmo and Elle.
In 2006 Derek was named one of the 40 Most Influential People in New Zealand Telecommunications 2006; in 2007 he was nominated as Bayer New Zealand and the National Business Review Top 60 Innovators 2007 and won the PwC Young Entrepreneur of the Year.
Derek is a sought after speaker in the marketing and telecommunications industry, having spoken at events around the world including AdTech, MMA and OMMA, the Informa circuit, Mobile Entertainment Forum and iHollywood Forum.
Outside of his business life, Derek is a keen and accomplished poker player, and has competed in several World Series of Poker events.
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