| Title | #MEALFORAMEAL |
| Brand | VIRGIN MOBILE AUSTRALIA |
| Product / Service | TELCO |
| Category | B01. Use of Digital Marketing |
| 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 | VIRGIN PRODUCED Los Angeles, CA, USA |
| 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 |
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 position - Making Mobile Better. We wanted to directly involve people in making mobile better by getting them to turn food photos into real meals for those in need.
The execution directly used the product to show the audience how Virgin Mobile was attempting to make mobile better for everybody. What better way to demonstrate this than directly involving people in turning a trivial mobile behaviour into something much better.
18-55 year old Australians. Most people knew the brand but were not actively involved with it or were reluctant to join the provider. This campaign was designed to spread the word that Virgin was dedicated to making the mobile experience better.
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