Cannes Lions

YOUNG ADULT LOYALTY

TOUCHCAST, Wellington / TELECOM MOBILE / 2005

Awards:

2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Our young adult audience love music, so our content was primarily on the leading music TV channel plus 3 young adult radio networks. We incorporated our sign-up messages into appropriate content we created for music, TV and radio. This included five half-hour RPS Challenge TV programmes whereby VJ’s used RPS to decide which videos were played. Eight five-second stings, taken from music videos, featuring famous musicians in Rock, Paper or Scissors positions were also produced

Outcome

Engaged 85,392 participants (29% of Telecom’s youth customers). Generated 2,022,455 mobile originated texts. Dominated key youth media for a month. Became New Zealand’s biggest text promotion. Telecom Mobile's Head of Marketing, Kevin Bowler, called it a “massive success” and “great fun for our loyal customers.”

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