GAME OF PHONES

TitleGAME OF PHONES
BrandVIRGIN MOBILE AUSTRALIA
Product / ServiceVIRGIN MOBILE
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantHAVAS 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

Credits

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

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.

Results

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