Skype Passion Project - Mobile Awareness Campaign
2014
2014
Role: Brand and Art Direction
Agencies: 1000 Heads
Agencies: 1000 Heads
Impressions: 80 million
Visitors / 30 days: 140,000
Direct actions: 15,000
Activation rate: 10%
Finalist: 2014 Shorty Awards
Finalist: 2014 Shorty Awards
Overview
To raise awareness of the rich interaction possible with Skype for mobile devices, we leveraged social connectors – experts in style, food and music in several inernational cities – to team up and share their passions using Skype for mobile. These "Passionistas" were paired up to share their discoveries for one day over Skype. The audience followed along through social media from Rio d Janeiro to Surabaya, Manchester to Toronto, and could submit their own passions from their home cities for a chance to win a Skype meeting with one the Passionista taste-makers to help elevate their passion pursuits.
The campaign exceeded performance of Skype's next best channel of communications, gaining a 250% increase in downloads of Skype for mobile.
Skype Passion Project Microsite
Visitors can follow along with 5 pairs of "Passionistas" sharing food, music and style favorites from their respective cities.
Sample Postings
Folowing passionistas throughout their day with their Skype chat postings.
Facebook Page Banner
Background for Facebook page posting
Promotional Email
Announcement to Skype customers about the Passion Project contest
