THE OGO ATTACK – A GUERRILLA LAUNCH THAT SOLD OUT A PRODUCT
- Oct 29, 2007
- 1 min read
THE OGO ATTACK – A GUERRILLA LAUNCH THAT SOLD OUT A PRODUCT
When California-based mobile company IXI Mobile prepared to launch its instant messaging phone Ogo in Germany, the challenge was clear. The mobile market was dominated by major brands with enormous advertising budgets, all competing through increasingly similar lifestyle positioning. IXI Mobile had neither the intention nor the resources to join that battle.
Instead, they turned to ROBOT to create a launch campaign that people would talk about.
Our solution was The Ogo Attack — a multi-stage guerrilla campaign built around a simple and highly relevant product promise: “Chat whenever and wherever you want.” To bring the idea to life, we created a distinctive visual world populated by friendly illustrated characters known as the Ogos.
Almost overnight, the Ogos began appearing everywhere. On posters, online, and even on building facades. The campaign created curiosity, visibility, and conversation long before consumers fully understood what was behind it. Once momentum had been established, a second phase seamlessly expanded the story through viral content, banner advertising, a dedicated microsite, street promotions, and point-of-sale activations with major retailers such as MediaMarkt and Saturn.
The results exceeded every expectation. Within just four weeks, the device was sold out nationwide. The campaign generated 9 million consumer contacts, 270,000 qualified website visitors, and 90,000 active Google searches. Even more remarkable, these results were achieved without traditional mass-media advertising and for a brand that was virtually unknown before the campaign launched.
