Bucharest’s Old Center, the stage for a Goodies Hunt, an Orange project signed by Hyperactive

Cristina Blanaru Creativity, Digital & Media

Hyperactive, part of Romanian Lowe Group, turned Bucharest’s Old Center in a stage for a Goodies Hunt, a project made for Orange.

The agency developed an app that is part of a mix of channels used in the promotional campaign Orange Wi-Fi, that runs from September 7th until September 15th.

Orange is daring smartphone users to get on a special mission and to find, using the app “The Goodies Hunt”, the clues that can help them to win the big prize, a Samsung Galaxy Tab 10.1

All the passers by from the Old Center are invited to download the app “The Goodies Hunt” from the App Store, Android Market or BlackBerry Appworld, to follow the clues they receive on their mobile phone and to discover, in order, the QR codes hidden in a few carefully selected places in Bucharest’s Old Center. Each discovered QR code offers the user a new clue, but as a riddle that solved will put him on the track for the next clue.

The big prize, a Samsung Galaxy Tab 10.1, will be earned by the user that will scan all the 9 codes in the correct order. The 2nd place will receive a HTC ChaCha phone, while the rest of the participants will get surprise prizes.

We wanted to offer the passers by from the Old Center a benefit besides the free internet offered by Orange. Starting from campaign’s tag line (…) we came up with a creative activation that will offer consumers the opportunity to use and test the free Wi-Fi internet from Orange. We created an interactive and engaging treasure hunt to reward the most inspired and involved users

Alina Marin,

Account Manager HyperActive

The app started to be promoted a month ago, through a blog campaign during which 5 bloggers were invited to race in a challenge made especially for them. Each of them than wrote about their experiences during each step of the treasure hunt, using all the channels they are present on (blogs, Facebook, Twitter).

The media integrated campaign was supported by Initiative and ran on blogs, through banners on selected websites and on Facebook.

The teams involved in the project are

HyperActive: Alina Marin – Account Manager, Oana Cazan – Account Executive, Stefan Parcalabescu – Copywriter, Vlad Macarie – Art Designer

Initiative: Alina Gruianu- Account Manager & Head of Unit, Anca Tanase- Senior Media Planner and Mihaela Năstasa – Digital Account Manager.

Orange: Anca Stancov- Head of Media, Flavia Cozma- Online Communication Specialist, Mihai Dobre- Media Specialist and Mirela Boşoi – Communication manager.