Helio was breaking into the mobile phone world as a youthful alternative to the major players. We came up with the concept for the brand that set it apart: "Don't call it a phone." Every print ad and billboard had another name for a Helio (since you couldn't call it a phone) and the television ads showed what would happen if you did call it that. One of Helio's major features was its integration with MySpace. At the time it was the only device giving users a direct link to their social network.









HELIO THE NEW SOCIAL ETIQUETTE INSERT
We approached Helio with a really great insight. Nobody knew how to socially navigate through social media. What were the rules? People were making big mistakes on a daily basis so we thought we would lay down some ground rules. This insert was found in most major magazines across the country.


HELIO THE NEW SOCIAL ETIQUETTE BOOK
The insert was so successful that we turned it into a 70 page book. Here is a case study video on the process. It was sold in stores and online.