Title | GAME OF PHONES |
Brand | VIRGIN MOBILE AUSTRALIA |
Product / Service | VIRGIN MOBILE |
Category | H02. Branded tech (off-line) |
Entrant | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Entrant Company | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Advertising Agency | HAVAS WORLDWIDE AUSTRALIA Sydney, AUSTRALIA |
Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
PR Agency | ONE GREEN BEAN Sydney, AUSTRALIA |
Production Company | PHOTOPLAY FILMS Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Steve Coll | Havas Worldwide Australia | Executive Creative Director |
Kat Thomas | One Green Bean | Executive Creative Director |
Christopher Johnson | Havas Worldwide Australia | Creative Director |
Paris Giannakis | Havas Worldwide Australia | Art Director |
Christopher Johnson | Havas Worldwide Australia | Copywriter |
Jay Morgan | Havas Worldwide Australia | Digital Creative Director |
Frida Engstrom | Havas Worldwide Australia | Digital Creative |
Dan Smith/Ben Fayol/Jenny Fallon/Olivia Coyne | Havas Worldwide Australia | Account Management Team |
Matt Holmes/Vyvyan Hammond | One Green Bean | Account Management Team |
Warrick Nicholson | Havas Worldwide Australia | Print Producer |
Ros Payne | Havas Worldwide Australia | Senior Tv Producer |
Scott Otto Anderson | Photoplay Films | Director |
Florence Tourbier | Photoplay Films | Production Producer |
Hylton Mowday/Andrew Stevenson | We Love Jam | Music |
Simon Njoo | Method | Editor |
Sean Izzard | The Pool Collective | Photographer |
David Scribner/Nicole Bardsley/Jade Mackay/Serina Saroian/Jordan Kerr | Virgin Mobile Australia | Client |
Chris Caley | Starcom | Client Business Director |
Jacqui Purcell | Starcom | Client Business Manager |
Cream Studios | Retouching |
Game of Phones was Australia’s biggest ever mobile geo-location game turning every major city into a mobile battlefield. The idea was hugely successful, changing a standard rewards program into a brand experience that all mobile phone users could participate in.
39,245 people actively played 2.5 million screen views across Android and iOS apps 5 years, 131 days & 1 hours worth of cumulative playtime 82,395 prize steals Over 103 million online impressions $2.5 million in earned media 12,992 social shares from the app to Facebook and Twitter 76,200 uniques to Facebook tab (50% mobile) 338 editorial pieces with a reach of 18M+ 5%+ brand consideration
In 2013 Australian Telcos spent millions on campaigns to inspire customer loyalty. Effectively they were just giving away prizes. We were briefed to create a campaign that would reward customers in a very different way and build brand loyalty. So rather than just give away prizes we made people fight for them.