Time Out stunt takes ‘stolen phone’ finder on tour of Shanghai

The Stolen Phone TourCity information guide Time Out magazine has launched a marketing stunt to promote its Shanghai edition.

The stunt revolves around a mobile phone left on the street. Once picked up, the phone instructs the finder by text message to get into a London taxi. The taxi then goes on a tour of Shanghai to demonstrate the content of the magazine.

The stops the taxi made included Homies, a US-style hole in the wall breakfast joint; a vintage film collector; UltraViolet, an unmarked restaurant where each course is served with customised wall projections, scents and soundtracks and the Peace Hotel Jazz Bar, where jazz music first came to Communist China.

The stunt was filmed using hidden cameras.

“The Stolen Phone Tour highlights Time Out’s strengths, as well as our agency’s approach to promoting brands,” said James Drummond  regional account director at BBDO, the agency behind the campaign. “At Energy BBDO Shanghai, we work with clients who ‘don’t have the budget to be boring.”

Jake Newby, Time Out Shanghai’s editor, said: “The Stolen Phone Tour is a brilliant idea that allowed us to not just say what we’re about, but to actually demonstrate it.”


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