#MEALFORAMEAL

Silver Spike

Case Film

Presentation Board

Title#MEALFORAMEAL
ClientVIRGIN MOBILE AUSTRALIA
Product/ServiceTELCO
CategoryC02. Use of Social in a PR 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

The Campaign

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. 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.

The Brief

The objective was to cost effectively spread the brand position via PR, digital, social and earned media.

Results

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

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.

The Situation

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. What better way to demonstrate this than a campaign where people could literally be involved in making mobile better by helping to change a trivial behaviour into something much better.

The Strategy

Due to limited budget in comparison with our competitors we used a ‘social by design’ strategy – this meant our idea was engineered to be spreadable to maximise PR, earned media and social media interest.

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