Campaign comp · San Francisco
A phone number instead of a QR code.
Three billboard directions and three mini sites for the Wabi app line. You ring it, describe an app in one sentence, and somebody makes it while you are still talking. The calls get recorded, and the recordings are the campaign.
- (855) TRY-WABI
- 855 879 9224 — held
- 1-800-TRY-WABI
- the 800 block was gone — shown as the ideal
Three directions, each composed three times
Three formats
How the two halves fit
Each board direction has a mini site in its own register, so somebody who saw the television-blue board and typed the number in does not land on a white page in Helvetica. The pairing is the system; the registers are deliberately far apart.
All six read one content model — js/data.js — so a copy change lands
on the boards and in the sites at once, and a number can never be right in one
place and stale in another.
What is real and what is not
The number is real: 855 879 9224 spells TRY-WABI and Wabi holds it.
Every caller, transcript and resulting app is invented for this comp,
and each site says so on its own face.
Type on the boards is Klim and Commercial trial cuts — fine for a proof, not for a press, and not really for a public URL either. Licence before this goes anywhere real. Nothing on any page is a photograph: every phone, dial and handset is drawn in SVG to one declared light, because a bulletin gets enlarged about forty times.