It’s a gong-fest for The Hyperfactory at mobile marketing and media awards
Auckland, 16 November, 2007 – Mobile marketing and media company The Hyperfactory has had to make more room in its
trophy case after taking home top awards from both the Mobile Marketing Association (MMA) and Asia Pacific Digital Media
Awards ceremonies last night.
At the MMAs, held in Los Angeles, The Hyperfactory won the Best Use of Mobile Marketing: Branding and Best Use of Mobile
Marketing: Product/Services Launch categories for its Toyota FJ Cruiser campaign. It was also a finalist in four other
categories. (Full details follow at the end of this release.)
In Hong Kong at the Asia Pacific Digital Media Awards, the Hyperfactory was awarded the Best Use of Mobile gold for its
‘Say Goodbye’ campaign for Motorola in Hong Kong, and a bronze in the same category for the Wellington Zoo ‘Augmented
Reality’ project. It also won a bronze in the Best Activation Campaign category for the KFC ‘Free Lunch’ campaign.
The Hyperfactory partnered with Saatchi & Saatchi LA to develop the MMA award-winning Toyota FJ Cruiser campaign. As a means of targeting outdoor and off-road
enthusiasts – the core consumers for the FJ Cruiser – The Hyperfactory developed a cross-platform, branded mobile site,
packed with exclusive, made-for-mobile, live streaming and downloadable videos and drivers’ blogs. Consumers were able
to follow the FJ Cruiser’s journey as it debuted at the Baja 1000, one of the world’s most gruelling off-road adventure
races that takes place in Mexico’s Baja California Peninsula.
The Motorola campaign saw The Hyperfactory pair with Ogilvy to create a groundbreaking interactive campaign at Hong Kong
International Airport. It allowed travellers to say goodbye to loved ones via their mobile phones by broadcasting their
personal video messages on giant screens around the airport. They could also receive video messages and exclusive
content from soccer star David Beckham and Chinese chart-topper Jay Chou direct to their mobile phones.
There were tens of thousands of video interactions between travellers, David Beckham and Jay Chou, and the videos made
their way all over the world from phone to phone. In fact, the campaign was such a sensation that Hong Kong residents
were driving out to the airport just to give it a go.
Derek Handley, CEO of The Hyperfactory, says, “Winning these accolades from both the MMA and Digital Media Awards on the
same day is a tremendous way to celebrate what has been a stellar year for The Hyperfactory.
“We’re extremely proud of the creative work we’ve accomplished with our agency partners and are thrilled to see it
recognised at such high-profile awards events. We look forward to continuing to break new ground in mobile.”
The awards, held yesterday in Los Angeles and Hong Kong respectively, extend The Hyperfactory’s winning streak – the
company won three awards, including Best In Show, at the AdWeek Buzz Awards last month, and two awards – Best In Show
and Best Mobile Campaign – at the OMMA Awards event in September.
About The Hyperfactory
The Hyperfactory is the world’s most awarded full-service mobile ideas, media and execution company. Founded in 2000,
The Hyperfactory creates, executes and analyses long-term mobile strategies for brands and agencies. Clients include
Toyota, Motorola, Vodafone and Coca-Cola, all of whom rely on The Hyperfactory as an essential part of their mobile
Boasting the world’s most compelling and unified mobile media network, the company offers access to more than one
billion multi-touchpoint impressions per month. The Hyperfactory has an International Headquarters in Auckland, US
Headquarters in New York, and sales and operations offices in Los Angeles, Chicago, Shanghai, Hong Kong and Hyderabad.