Cannes Lions

MOBILE AND DATA PLANS

ONE GREEN BEAN, Sydney / VIRGIN / 2012

Film

Overview

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Credits

Overview

Description

Virgin Mobile asked us to drive an additional 50,000 unique visitors to their website in December, to capitalise on the pre-Christmas sales period. They wanted a ‘socially enabled’ campaign, which effectively utilised social media, provoked mass engagement and sparked conversations amongst their youth target audience. We were required to ensure the campaign was consistent with their ‘Fair Go’ platform.

Our idea was to launch Australia’s biggest socially enabled finders-keepers initiative called ‘A Fair Ride For All’, which saw Virgin Mobile give away 25 push bikes every week for 3 weeks, across Australia.Bikes were hidden in secret locations and we released clues every day at midday via the campaign hub: FairRide.com.au. The site was optimised for mobile and tablet use, ensuring hunters could participate on the go, essential for a real time finders-keepers initiative.To promote the campaign, we created a teaser video and this was seeded to influential bloggers across youth and popular culture. To join the ‘hunt’ people reviewed the bikes at the campaign site, ‘liked’ the hunt for the bikes they wanted to win and then followed the clues, released via Facebook’s innovative ‘open graph’ platform.In the 3 weeks A Fair Ride For All was live, there were nearly 100,000 visitors to the mobile site, spending an average of 12 minutes there. The campaign generated over 30,000 social actions and reached over 500,000 people through Facebook alone. During the last week of the campaign, Virgin Mobile experienced their best sales day ever.

Execution

Bikes were hidden in secret locations across 5 states and we released clues every day at midday via the campaign hub: FairRide.com.au.The site was optimised for mobile and tablet use, ensuring hunters could participate on the go, essential for a real time finders-keepers initiative.To promote the initiative, we created a teaser video and this was seeded to influential bloggers across youth and popular culture. It was also pushed out via Virgin Mobile’s own social channels, which amplified the ‘Fair ride’ Twitter hashtag.To join the ‘hunt’ people reviewed the bikes at the campaign site, ‘liked’ the hunt for the bikes they wanted to win and then followed the clues. The initiative used Facebook’s brand new ‘open graph’ technology, which meant that once consumers signed up to the initiative, we were able to push notifications about the hunt they had ‘liked’ into their Facebook newsfeed.

Outcome

In the 3 weeks A Fair Ride For All was live, nearly 100,000 visitors spent an average of 8.5 minutes on the site, with visitors to the mobile site spending an average of 12 minutes.The campaign generated over 30,000 social actions and reached over 500,000 people through Facebook alone, grabbing attention across Australia and the world. We set out to drive 50,000 visitors to the site but this innovative, unique treasure hunt sparked mass engagement and as a result we more than doubled this target. And best of all, during the last week of the campaign Virgin Mobile experienced their best sales day ever.

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