5FM/Gloo Digital Design

5FM, the top English language radio station in SA decided to embark on a VERY different type of marketing campaign at the beginning of 2006. They did this by creating a very memorable character (the lonely finger) and using him in all marketing material without mentioning the brand being advertised. This was done as a lead in to the new campaign – Life’s better with 5 (fingers).

Fontera was called on by Gloo Digital Design to add a viral element to the campaign. All of the TV commercials were “mobilized” using Fontera’s proprietary video technology and then added to the Lonely Finger website for visitors to download to their phones and then pass to friends.

www.lonelyfinger.co.za