| Title | VIRGIN MOBILE GAME OF PHONES |
| Brand | VIRGIN MOBILE AUSTRALIA |
| Product / Service | TELECOMMUNICATIONS |
| Category | A06. Use of Social in a Direct Campaign |
| Entrant | ONE GREEN BEAN Sydney, AUSTRALIA |
| Media Agency | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
| PR Agency | ONE GREEN BEAN Sydney, AUSTRALIA |
| Production Company | LOCATRIX Brisbane, AUSTRALIA |
| Entrant Company | ONE GREEN BEAN Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Kat Thomas | One Green Bean | Executive Creative Director |
| Steve Coll | Havas Worldwide Sydney | Executive Creative Director |
| Chris Johnson | Havas Worldwide Sydney | Creative Group Head |
| Paris Giannakis | Havas Worldwide Sydney | Head Of Art |
| Matt Kendall | One Green Bean | Digital Business Director |
| Matt Holmes | One Green Bean | Senior Account Director |
| Chris Caley | Starcom Media Vest | Business Director |
| Craig Page | Havas Worldwide Sydney | Digital Strategy Director |
| Dan Smith | Havas Worldwide Sydney | Group Account Director |
| Vyvyan Hammond | One Green Bean | Senior Digital Producer |
| Benjamin Fayol | Havas Worldwide Sydney | Account Director |
| Jacqui Purcell | Starcom Media Vest | Business Manager |
| Laura Davey | Starcom Media Vest | Consumer Strategist |
| Alicia Phillipp | Starcom Media Vest | Digital Planner |
| Jenny Fallon | Havas Worldwide Sydney | Account Manager |
| Katie Raleigh | One Green Bean | Account Manager |
| Cleo Posa | One Green Bean | Senior Account Executive |
| James Mcinnes | One Green Bean | Content Manager |
Through targeting customers and non-customers, the goal was to increase consideration and awareness of the Virgin Mobile (VMA) brand in the lead up to Christmas, through reinforcement of the ‘Customer Benefits’ platform. This included existing perks such as free Virgin-to-Virgin calls and voicemail, as well as new benefits such as Velocity Reward points. Additionally, VMA aimed to increase NPS for existing customers. Outside of the VMA customer base, a target audience of ‘Virgin admirers’ was identified. While this audience may love the Virgin family brand, they do not actively consider Virgin Mobile, or aren’t as aware of it.
The response to this brief had to have mobility and handset use at its epicenter, quite simply because that’s what VMA deals in daily. Game of Phones was created with a single proposition in mind, “rewards worth fighting for”. An innovative mobile ‘gamification’ app for both Android and iPhone was developed to seamlessly integrate key product information into engaging, absorbing game-play. Through the Game of Phones campaign, Virgin Mobile was able to drive active participation with the brand, which allowed multiple messages to be shared, both by Virgin Mobile and game participants, about the perks of being a Virgin Mobile Customer over the 3-week campaign.
Game of Phones was created with a single proposition in mind, “Rewards worth fighting for”. An innovative mobile gamification app was developed to integrate key product information into engaging game-play. Using this platform, VMA drove active participation with the brand, with both VMA and game participants pushing messages about the perks of being a VMA Customer. This messaging was delivered to both VMA and non-customers alike, with the aim of reminding existing customers of the benefits of being with VMA (NPS impact), while ensuring the brand was in the line of vision for Virgin Admirers and other non-customers (awareness and consideration impact).
• 47,076 customers activated Velocity rewards (October13 to January14) • 29% uplift in Post paid sales (October13 to January14) • 6:1 ROI • 39,245 active users played 64,942 sessions • 12,992 app social shares • 76,200 unique visitors to the Facebook tab • 14,568 players entered a Virgin Mobile store to protect their prize/s • 191,095 launch video views • 1hr12minutes spent on the app per active user • 14,568 players entered a Virgin Mobile store to protect their prize/s • 531 prizes stolen 82,395 times; 155 steals per prize • 2.5m app screen views • 66% social positive sentiment • 103m+ online impressions • 338 editorial pieces with a reach of 18m+