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Advertising That Stacks Up

With the recent launch of their new Superphones lineup, we helped Bell Mobility develop a campaign that not only introduced Superphones but also showed customers just how super they really are.

As the capabilities of smartphones continue to escalate, it’s become clear that premium handsets needed to be better positioned for customers to fully understand their superior attributes. Dual-core processors, large vibrant screens and high-speed network connectivity are just a few characteristics that define a superphone. But really, how much better are these devices that an average smartphone? Our initial research showed that most smartphones owners overestimated the capabilities of their current handset.

For instance, every iPhone 4 owner we spoke with considered it a “superphone” (myself included). But with its single-core processor, comparatively-small 3.5″ screen and download speeds of 7.2 Mbps, it actually pales in comparison to the latest superphone handsets. With that insight, we created Superphone Stack Up; a mobile advertising experience that showcases the superiority of Bell’s latest superphones by comparing them to your actual smartphone.

There are a number of ways we could have technically accomplished this, however we wanted to maintain as much simplicity as possible. We didn’t want to force the customers to manually input their handset make & model, nor did we want to rely on any technology that isn’t generally accessible. Because our target was existing smartphone owners, we knew they all had something in common. A phone equipped with a camera and email.

Supported by a variety of print media (created by our friends at Zulu Alpha Kilo), potential customers were encouraged to take a photo using their smartphone and email it to That’s it. Immediately, they receive a response that highlights the feature differences between their specific smartphone model and the various Bell superphones. With that context, they could easily see just how outdated their current handset really is.

From a technology standpoint, our system simply relied on a the metadata contained in every photo taken with a digital camera. This metadata contains a number of things about the photo, including the camera’s make & model, and in some cases, its location as well. We used this metadata to determine the handset model so we could accurately compare its industry-published features and functionality. Simple yet effective.

Try It Yourself

Go on, give it a try. Take a picture with your smartphone and email it to to see how your phone stacks ups.

Jeremy Bell More posts by Jeremy Bell