WAVE was engaged by the GSMA to drive traffic to their OneAPI stand within the App Garage. “We were there to channel relevant developers to the GSMA stand in Hall 7” comments WAVE Marketing & Communication Director Marc Balhetchet “We spotted a real opportunity to use a themed promotional campaign to get developers to the OneAPI stand – under the theme of “Speed”, we created an complete campaign featuring display advertising, a Grand Prix competition element and attractive boys and girls dressed as Formula One participants to target relevant developers. We targeted all the high traffic areas where developers would be meeting that week and focussed the girls and boys with relevant promotional materials that linked back to the OneAPI stand.
In today’s on-line Twitter, Texting, social networking era, I was pleasantly surprised how powerful human to human communication remains a very powerful thing. People loved being approached by fun, attractive people with some useful information with the added bonus on winning something!”
OneAPI is a highly strategic project for the GSMA and provides the ability for developers to access web-friendly APIs that are common across mobile networks, thus opening up significant commercial opportunities for both the development and network operator communities. “A common set of APIs will benefit the entire mobile industry by making it much more attractive for developers to create innovative applications and services by utilising the capabilities and information provided by operators about their networks,” said Michael O’Hara, Chief Marketing Officer at the GSMA.
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