News: du - Music Sim Pack

AUGUST 2009

The Bridge designed and created another first-in-region live experience for du this summer, to celebrate the launch of the Music Sim Pack to teen and youth audience across the UAE. The Bridge designed a new promotional stand live experience that featured in Dubai and Abu Dhabi malls for 10 weeks.

The interactive stands were designed to offer new and existing customers the chance to step into the limelight and become a DJ. With specialist weekly performances live from the stand from the nations finest DJ’s, Flash B (of recent Akon success) and Shero, the customer experience was taken to another level.

Not only did visitors get to remix and scratch their own ringtone using clips and samples from Rotana, their 30 second track was then captured as an MP3 file and sent to the users mobile phone in the form of a ringtone - creating a unique and exciting experience for the customer.

The Bridge also devised an interactive, animated 3D 'CD Man' based on the campaign ID, that danced and jumped around on the stand plasma screens. As the customer mixed faster, the 'CD Man' danced in time to the music and acted as a stand attractor to mall visitors.

Each track created on-stand was then captured, and entered into a web related competition and winners tracks used for viral marketing and other promotional activity and prizes. The Bridge also set up weekly live broadcasts from local radio stations that came onto the stand to run local DJ competitions. Meanwhile on the other side of the stand, two sales kiosks with fully functional sales capability were installed with a wide range of demo handsets and other counter activities for consumers.