CHALLENGE

Bell Canada was releasing a new system called 10-4. The feature would allow you to use your phone in the manner of a walkie talkie to your select group, as well as a standard phone. They hoped it would revolutionize the way their customers communicated with their cell, but it wouldn't matter if no one understood how to do it. Knowing that their clients wouldn't read through pages of features, they asked Fuel Industries to create a guided tour to the benefits of 10-4 that would convince families that this product was for them.

STRATEGY

To support the product launch, Bell and their lead agency Grip Limited conceptualized an interactive product demonstration that shows how the phone simplifies communication. The idea was to give users a host and a hands-on experience with the phone online, and show how 10-4 could be used in everyday life.

CREATIVE AND EXECUTION

The site uses short video segments produced by Karbon Arc in both English and French as elements in daily life that can be affected and improved by using the 10-4 features. Users can watch the entire series or just the bits that apply to them.

Using a clean white background, we used actors and animation to show how 10-4 fits into the lives of the people using it. Video vignettes of reoccurring characters each present an issue and how the phone can help them solve it.

Mapping the phone in 3D, we integrated high-quality audio and video hotspots to familiarize customers with buttons and sound allerts, illustrate the key presses required to perform the functions outlined in the video segments.

PERFORMANCE

Bell was so happy with the results, they decided to replace their instruction manuals with our web interface. Customers who bought a 10-4 enabled phone received a CD with the contents of the site.