1. – client – project author
1st place
“The most effective PR campaign” (2010)
Project period:
April – July 2010
2. Background
HTC is officialy entering Ukrainian market and presenting theіr
new smartphones based on Android OS.
The main advantage of the modern smartphones is the
possibilityto use localized mobile applications, which had
become a part of daily life worldwide.
At the time of HTC launch in Ukraine there were no
Android applicationsfor Ukrainianmarket.
Challenge: to ensure the emergence of localized mobile
applications for Ukrainian users.
How can we do it? By involving local developers!
3. Research and Planning
At the time of campaign launch Ukrainian developers
aren’t creating Android-applications. Why?
— they don’t see any business opportunities in it;
— number of Ukrainian users is still too low;
—Android Market just recently opened in Ukraine and have not
gained popularity.
How to motivate developers?
— We should answer a question: “Where is business?”
Key messages of the campaign:
— Android OS platform is #1 in the rate of growth, developing
for Android is perspective;
— Number of Android users in Ukraine will be growing,
because Ukraine is one of the priority markets for HTC;
— Foreign development success stories: Android can build a
successful business.
4. Objectives
— “heating up” the interest in the new HTC
products;
— positioning HTC devices as the best phones
running under OS Android.
— to create conditions for significantly
increasing ammount of the localized
Android apps;
— motivating developers;
— showcasing OS Android business
opportunities for developers.
Additional objectives
5. Decision
— three stage strategy
Starting Idea Contes
— to stimulate interest for Android
and give a tips for developers what
apps users are waiting for;
and Developers Contest
— motivation for development of
localized applications for Ukraine.
Supporting existing
Android activities and
developers communities.
Making several Master-classes for Android developers
– helping to learn a platform and prepare for competition.
7. Implementation
Experts and members of the jury
Mediapartners
— placed Contests’ banners and information materials
— Pavlo Orlinsky, HTC regional director in central
Europe, Russia and CIS countries
— Dmitry Sholomko, Business Development
Manager, Ukraine and Baltic States at Google
— Roman Harhalis, editor “Computer Review”
— Taras Mishchenko, editor, ITC.ua
— Alex Taranenko, editor, ITC.ua
— Sergei Mitjaev, editor, gagadget.com
— Arseniy Finberg, Android-fan, “Interesting
Kiev” coordinator
Kyiv GTUG Center
Along with local group of Google technologies
users, educational program for developers was
created.
Thanks to Android experts involvement, we were able to provide comments on
submitted ideas and apps very quickly.
8. Android Idea Contest
— All ideas were judged and
commented by Idea Contest Experts.
— Top 30 ideas were selected by
experts from all submitted ideas.
— People voted for submitted ideas,
to choose the best idea.
1st place: Wardrobe Organizer
Author: Darina Ryazantseva
Developers created five programs using ideas,
submitted to the Idea Contest
406 ideas for Android applications were
submitted to the Android Idea Contest
9. Android master-classes
Master-classes topics:
— There were 3 master-classes with 2 workshops
attended by 10 speakers;
— Total number of participants exceeded 500;
— 360 participants watched master classes online.
— Learning the basics of Android
programming(practical workshop from
professionals)
— Making business in mobile
applications, success stories,
Android Market (from experienced
market players)
— Copyright and legal aspects for
developers
10. Android Developers Contest
Ukrainian Android-smartphone users
got applications, that:
39 applications were developed.
— show information about the places and
events around;
— monitor the info about fuel discounts at
Ukrainian gasoline stations;
— help to find taxi or bus;
— help listening the radio;
— help to book a hotel;
— help to play with or nurse a child.
App was reviewed by
authoritative blog
Lifehacker.com: The best
Android apps for your car
44 thousand downloads
Period: 3 month (data for 09.10)
1st place: Parkdroid
Author: Denis Zadorozhny
11. Results
Contest’s site (01.04.10 — 21.07.10):
~ 15 thousand unique visitors, more than 2
thousand hours spent on site;
~ 33 thousand visits, 27 thousand – from Ukraine.
.
Story about the contest were placed on the main page of the most popular
IT-community Habrahabr.ru
Received 39 applications and 400 Android app ideas.
According to our data, it almost 5 times exceeds the number
of local applications for iPhone.
Total number of contests’ applications
downloads exceeds 700 000*
* data from Android Library, September 2010
12. Why this project is
really effective?
— HTC Android Developers Contest is the first project in Ukraine, which
created a local market of mobile applications for OS Android;
— the project formed the Ukrainian Android developers community and
gave a push for its development;
— free mobile apps were created for Ukrainian users during the project .
Next steps:
— HTC is planning to promote
mobile applications and improve
the culture of mobile applications
usage;
— company is planning to launch a
second Android developers contest
in Ukraine.
13. Communicationsagency HOSHVA PR is celebrating its 5th anniversary in
autumn 2010. We managed to become one of the TOP PR-agencies in
Ukraine for this period.
Nowadays HOSHVA PR actively develops its Digital PR practice.
Agency’s Digital PR practice provides Social Media monitoring and
analytics, SM strategy development, creation and maintenance of SM
accounts, SM policy development, online newsroom,web-site and social
networks design, development control and launch.
About us
Oksana Hoshva, director
+38(050)384-71-78
hoshva@hoshvapr.com.ua
Skype:
oksana.hoshva
