Help Android communicate how cool it is to

students!
Access contest on eyeka.com

Timeline
Start July 02, 2021 11:00
End July 20, 2021 23:59
Results September 2021

Let’s Jazz Up Android in order to appeal more among high school &
college students!
Context
Android phones account for over half of phone operating systems in Taiwan, and we know it’s often chosen because there
are so many Android-based phone models to choose from (such as Samsung, OPPO, vivo, Sony, realme and Pixel), andit
is easily compatible with other devices (such as ear/headphones, computers and laptops, and chargers too) plus the user
interface (‘UI’ – i.e. the way it looks and functions) is simple to navigate, easy to learn as well as being highly
customizable.

However, despite how many people have Android-based devices in Taiwan, Android is not as popular among high school
& college students, in fact it is noticeably lower than other age groups.

Most high school & college students in Taiwan actually start out on an Android device as their 1st phone (mostly are lower-
priced models bought by their parents). However, when they become a teenager and are able to afford a new device, they
considered to switch to iOS, due to its higher popularity within their social circle. We might all know that Apple brand owns
prestigious feeling due to its premiumness.

Going forward, Android is keen to innovate to increase its market share by grabbing youngster attention, to maintain its
position as one of the best consumer choices and keep up with youngsters’ needs.

Can you help to devise a marketing campaign for Android phone or system so that it can appear more attractive and
become a cool-to-have brand amongst high school & college students?

Creative Challenge

This campaign must be aimed specifically at high school & college students aged 16-25 years old in Taiwan, it should be
rich in content, as well as relevant and attractive to the intended target audience.

Your idea should primarily be designed for digital channels (such as digital advertising or social media) but other good
ideas with digital elements are welcomed. Your campaign ideas can be events, PR ideas, social topics…etc.

Also, the campaign should be differentiating and recallable, which can impactfully shift youngsters’ perceptions towards
android.

Please present your idea with high quality illustration and descriptions, so that we understand what your communication
campaign includes, and how it will make Android a truly cool-to-have brand for high school & college students. Describe
your idea and answer the following questions to help us understand it:

+ How does your idea help Android to appear more attractive amongst high school/college students in Taiwan?
+ What is the key barrier your idea is trying to address?
+ What is so unique in your idea that it can travel and become ‘a boom’ (i.e. very popular!) amongst high school and
college students?

Tips
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be
rejected.
Go:

1. The ideal idea should be highly relevant to high school/college students and able to change their original perceptions
towards Android (e.g. good value for money but less desirable as iOS)
 2. Make the target audience feel cool to use Android phones/system as well as willing to promote it
3. Campaigns that can be applied in digital channels are preferred, but both online/offline ideas are welcomed.

No Go:

1. Not looking for one-time incentive/reward/cash-back ideas

2. Not looking for ideas that try to address or improve the Android hardware/product spec/security
3. Should not include exclusion, discrimination, suspicion, fear or hatred of race, ethnicity, nationality, religion, gender,
age.
4. Should not criticize the other operation systems.
5. Not looking to repeat any previously used campaigns for Android or other phone brands in Taiwan – your idea should
be completely fresh, original thinking.

Prizes
Jury's Prize €1,000 €750 €500

Format
Detailed visuals and texts with answers to questions (3 pages max)

Winning Criteria

The winning submission should include out-of-the-box ideas that really improve the brand perception. It should be a
clever, engaging, & memorable campaign that has the power to build awareness and catch attention in order to help
Android appear more attractive amongst high schooler and college student.

Guidelines

Guidelines for this contest

+ What should be included in your submission: the idea theme, key message and possible execution/delivery
(i.e. how it will work in practice including the communication channel(s) you’ve chosen, any relevant timings,
and so on)
+ The theme of the idea should be relevant to both high school & college students
+ Do not target one specific Android phone brand, e.g. Samsung, but to think overall Android phones/system
as a brand to promote
+ Entries should be in English or Chinese and easy to understand in consumer lingo. Be clear and concise!
+ Remember, the idea/solution is better to be implemented digitally.
+ Your idea/solution can be a long-term solution or short & fast plan, as long as the campaign is able to change
the mindset of our target audience.
+ Check Android phone brand campaigns in Taiwan and make sure you do not repeat the same ideas.
+ Before you submit your entry, do make sure that your Idea is original

eÿeka standard guidelines

+ Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
+ Keep the source files / working files of your entry until the winners have been announced as they may be
needed.
+ Your participation must comply with the rules you accepted when you joined the contest.
+ You must be able to provide the written authorizations from each of the authors and actors who have
contributed to the entry.
+ Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
+ Any entry that fails to comply with these rules will not be considered for the contest.

Infringement Notice
+ Participants warrant that the use of their entries in the contest does not violate any third parties' rights.
+ In case participants have included protected elements (incl. music, photos..) into their submissions, they warrant that
they have obtained written permission from each right holder.
+ Participants acknowledge that in case of breach of these rules, eÿeka shall be entitled to deem their participation and
the prize granting as void.