Email Viral Campaign for Introducing SingTel's
My Album Service

Business Needs

Content Craft was drafted in by SingTel to run an online campaign to promote its new online service, My Album, a storage tool allowing users to share and back up personal media files like MMS, photos, videos and music clips.

My Album possesses features that include direct transfer of personal files via MMS, drag-and-drop transfer via Internet connection and email notification for friends to view their album collection online.

The challenge is to create a campaign that can attract users to try out the service. Not only will this campaign look good at the front end, it must also possess the relevant backend capability.

Solution

Notion Age proposed an Email Viral Campaign to invite current SingTel subscribers and their friends to take action and sign up for a free trial of My Album.

Special EDM invitations were sent out to the client’s mailing list subscribers. Readers who responded stand to win a Nokia 6680 mobile phone.

Two separate draws were held. One was targeted at users who sign up immediately, while the other was targeted at readers who inform their friends about the new service.

A campaign landing page was created for viewers to find out more about My Album using a step-by-step Flash Quick Tour demo, after which they can proceed to sign up for a free trial account to try it out.

Milestones achieved

Overwhelming response within one month of launching the campaign. Overall, the site’s web stats for the landing have also enjoyed a high page views rate.

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