Title | GAME OF PHONES |
Brand | VIRGIN MOBILE AUSTRALIA |
Product / Service | VIRGIN MOBILE |
Category | A05. Use of Other Digital Solutions in a Direct Campaign |
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 |
David Scribner/Nicole Bardsley/Jade Mackay/Serina Saroian/Jordan Kerr | Virgin Mobile Australia | Client |
Sean Izzard | The Pool Collective | Photographer |
Simon Njoo | Method | Editor |
Scott Otto Anderson | Photoplay Films | Director |
Florence Tourbier | Photoplay Films | Production Producer |
Hylton Mowday/Andrew Stevenson | We Love Jam | Music |
Chris Caley | Starcom | Client Business Director |
Jacqui Purcell | Starcom | Client Business Manager |
Cream Studios | Retouching |
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. The target audience was effectively anybody with a mobile phone.
Virgin Mobile as a brand does things differently. Game of Phones is a case in point of the Virgin brand turns a standard customer relations exercise into something far more exciting and shareable.
Rather than just give away prizes we made people fight for them. 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 everybody with a mobile phone 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