Title | #MEALFORAMEAL |
Brand | VIRGIN MOBILE AUSTRALIA |
Product / Service | TELCO |
Category | C04. Financial Services, Commercial Public Services, Business Products & Services |
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. 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.
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
Again the idea was engineered to be as spreadable through social channels as possible. A small amount of TV was used with outdoor to launch, followed by more tactical shopping centre media near food courts along with placemats whilst people were eating.
Due to limited budget in comparison with our competitors we used a ‘social by design’ strategy – this meant our idea was engineered be spreadable to maximise PR, earned media and social media interest.