#MEALFORAMEAL

Short List
Title#MEALFORAMEAL
ClientVIRGIN MOBILE AUSTRALIA
Product/ServiceTELCO
CategoryI01. Integrated Multi-Platform 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 VIRGIN PRODUCED Los Angeles, CA, USA

Creative Execution

First we joined forces with Oz Harvest to prepare our meals. Then for every pic uploaded to social platforms with our hashtag, we provided one meal for someone less fortunate. We then shared the idea via Jane Lynch. Richard Branson and some of the world’s best chefs cooked up a social and PR storm, Jamie Oliver discovered it organically and shared it with his millions of followers - dramatically increasing our reach. We then created our own cookbook and Australia’s best known gelato brand created an ice cream flavour to help further the campaign.

248,000 #’s = 248,000 meals provided so far 51m+ interactions on Facebook, Twitter, Instagram & YouTube Social reach of 19.3m Engagement rate 3.9% v Industry standard 0.23% 665 pieces of coverage $1.8m in PR value Jamie Oliver and other world renowned chefs organically spread the campaign dramatically increasing our reach

Virgin Mobile is outspent by rivals 20 to 1. So they often look to social media as a cost effective way of building and sharing the brand. We knew how irritating brand sponsored posts had become, so we decided to do something completely different in the social space - Build brand loyalty by changing a silly mobile habit into something much better. Introducing #mealforameal - the first service that let’s people turn their food pics into actual meals for those in need.

Credits

Name Company Position
Steve Coll Havas Worldwide Executive Creative Director
Kat Thomas One Green Bean Executive Creative Director
Christopher Johnson Havas Worldwide Creative Director
Jay Morgan Havas Worldwide Digital Creative Director
Christopher Johnson Havas Worldwide Copywriter
Simon Fowler Havas Worldwide Copywriter
Paris Giannakis Havas Worldwide Art Director
Nicole Hetherington Havas Worldwide Art Director
Dan Smith Havas Worldwide Group Account Director
Ben Fayol Havas Worldwide Account Manager
Claire van Heyningan One Green Bean Digital Director
Jessica Cluff One Green Bean Account Director
Vyvyan Hammond One Green Bean Digital Producer
Ros Payne Havas Worldwide Agency Producer
Chris Hulsman Havas Worldwide Agency Producer
Nic Bardsley Virgin Mobile Australia
Serina Saroian Virgin Mobile Australia
Jade Mackay Virgin Mobile Australia