Cosmote, one of the network providers here in Greece, has recently released a very successful tv ad with a very catchy tune and a video that's become very popular here.





Various people started doing their own versions of the video, which they published on TV / YouTube / Facebook, etc. so it was clear the ad was a big hit.

The ad agency then took the opportunity and took it to a whole new level, which is where it gets interesting for us..

They brought out a new version of the ad with a call-to-action, asking consumers to participate by visiting a website where they can create their own version of the video:

"Think you can do it better?" -- was the question posed, so that consumers can then create their own version of the video hit either 'proper' or comical.

What happens next is pretty cool because the way the do it is they call you on your mobile phone, and playback the music on their end, recording the whole phone call which they then publish on their website, so that others can then vote on the best ones.

I know this is the second post in a row for greek mobile marketing campaigns but I thought this was a really really clever way to interact with the consumer using a variety of mediums (tv, website, mobile) all really well designed and implemented, so please bare with me if it's all greek to you... :)

My congrats, if I am one to judge, to the ad agency behind this (OgilvyOne Athens) for a job very well done.