Client: H.T.C
Objectives
To provide dancers and choreography for HTC’s street dance flash mob
Surprising the general public with an seemingly out-of-the blue synchronized dance performance
Generate an interest among passer-bys that will spinoff to an online buzz
Challenge
To gather two hundred dancers in a marketing campaign for the mobile phone company in their rebranding effort with the tagline “Only You”.
Choice of songs and choreography had to be effective in conveying the message, while at the same time reflecting the current pop trends.
To blend the two hundred strong flash mob dancers into the chosen vicinities without rousing any suspicions from the general public.
The Show
A flash mob is a large group of people who assemble suddenly in a public place and perform an unusual action for a brief time, then quickly disperse. This was a social phenomenon that started in 2003 in Manhattan and slowly evolved to a more complex and organized marketing blitz.
The HTC “Only You” flash mob took three weeks to come to life in partnership with Wu Amplify. Choreography was executed by Carol Cheong and Sheila Cheong, two of Wu Amplify’s highly regarded choreographers and Studio Wu’s resident instructors.
The flash mob was staged at Raffles Place (green outside Chevron House) on a Friday lunch time afternoon and along Orchard Road (outside Wisma Atria) on a weekend afternoon.
The surprise dance captured the attention of the business lunchtime crowd in Raffles Place and the weekend shoppers who stopped and witnessed the staging of the flash mob. The crowd also whipped out their cameras and handphones to record the event that created an online spinoff. One YouTube video uploaded just hours after the Raffles Place flash mob garnered more than 900,000 views (and counting!)
Wu Amplify is proud to be a part of this successful marketing campaign for HTC.
