Kyocera Wireless “Simple Pleasures” Brand Launch

Kyocera Wireless wanted to extend their new brand positioning – “Simple Pleasures” – beyond the traditional out-of-home advertising campaign.  Their ultimate goal: Showcase the simplicity of their new SOHO phone and generate enough interest in the brand to drive traffic to key cellular retail locations. 

ActiveInsight
The most powerful way to communicate the simplicity of the Kyocera phone, while reinforcing the new brand position, was to actually demonstrate the phone’s easy-to-use features.  In order to develop a meaningful and authentic interaction between consumers and Kyocera’s “Simple is Better” philosophy, Active Marketing Group developed a street campaign to shock busy commuters out of their normal morning and evening routines. 

Active strategically placed Kyocera street teams armed with free hot coffee and mints in the morning and free ice cream and bottled water in the evenings where commuters would have seen Kyocera’s out of home advertising.  Once caught pleasantly off guard by the surprise of a “Simple Pleasure” with no strings attached, Kyocera’s street team generated a flood of interest about their phones, secured one-on-one product introduction and demonstrated the easy-to-use features of their phone. 

Results
In just two days, Kyocera was able to have an in-depth conversation with thousands of busy commuters while reinforcing the “Simple Pleasures” campaign.  The brand received thousands of impressions, plus appeared on the Chicago NBC morning show. 


For more information about how Active Marketing Group can help you, Contact Us. 

© Kyocera Wireless Corp.