This very innovative campaign from Zon Multimedia promotes a new cell phone network by allowing consumers to take part in a virtual audition for an opera show. You use your cellphone to interact with a web page.
The “Mobile” (read with an Italian accent, so something like móbilé) campaign starts by asking you to enter your name and phone number. Then a movie starts and a casting director tells you that you have a chance at being a star, and to audition, all you have to do is answer your phone and sing.
A few seconds after, your phone actually starts to ring in real life, and when you answer, the director tells you the casting has started and prompts you to sing. You can then edit your voice with some cool effects in real time and send it to your friends.
In the end, the campaign functions as a pretty cool interaction between a ‘normal’ website and the consumer.
Check out another opera-focused ad from Zon Multimedia above.