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Wetpaint FM Qualcomm radio campaign

Wetpaint FM recently scripted and recorded a series of radio adverts as a part of an integrated advertising campaign for Qualcomm. The campaign makes use of street pole ads, a radio and online competition, as well as a custom designed augmented reality app which truly brings the print and online adverts to life.
Wetpaint booked the adverts flighting on 5fm and ran an interactive radio competition in association with Rob Forbes in which listeners were able to win a Snapdragon smartphone every day for five days. The competition closed off with a grand prize giveaway of an all-expense paid holiday for two including a range of adventure getaways and a smartphone for each guest. The radio competition was also used to generate traffic to the online competition which was hosted on the ZA Tech Show's website (zatechshow.co.za/snapdragon/) and as such the radio presence was a corner-stone of the entire campaign. By sponsoring the popular ZA Tech Show's podcast we were able to take this campaign beyond the traditional radio advertising sphere and into the new and exciting world of online radio broadcasting.

The Qualcomm campaign marks a significant step for Wetpaint, as they move further into the digital sphere in terms of clientele and campaign structure. Qualcomm's Snapdragon processor, which can already be found in the world's leading mobile phone brands like Samsung, HTC, Blackberry, Nokia, and Huawei. Our brief was to create awareness for the international tech-giant's mobile processors among South African consumers.

The campaign, which is loosely modelled on the ground-breaking "Intel Inside" campaign, has already generated a huge amount of success with online entries in the competition sky-rocketing.

10 Jul 2012 16:13


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Wetpaint is a professional advertising agency that makes a tremendous effort to understand our exact objectives and needs, providing very specialized and focus customer attention. It has been an absolute pleasure to work with Wetpaint and we look forward to continue our partnership with Wetpaint. [Dominique Friedl: Business Development Director, Qualcomm Inc] || Sunbird has been using Wetpaint for their international marketing and advertising needs since 2010 and the difference in the generally improved awareness they have created of Sunbird Hotels & Resorts has been substantial - not only within South Africa but globally as well. This is a credit to their innovative management of our marketing campaigns and our new website design / development. We enjoy a great relationship with Wetpaint and the speed with which they respond to our urgent needs makes it a pleasure to work with them. [Roger Gardner: CEO, Sunbird Tourism Limited] || Thumbs up to you guys! We have found your team prompt, efficient, understanding and creative. Highly recommended. [Belinda Wilson] || Wetpaint had added a fresh and innovative angle to the promotion of our products and brand. The creative team always responds positively to suggestions and challenges. [Craig Waterson: Sales & Marketing Director, ROCLA] ||