#MEALFORAMEAL

Short List
Title#MEALFORAMEAL
ClientVIRGIN MOBILE AUSTRALIA
Product / ServiceTELCO
CategoryB01. Use of Digital in a Promotional 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

Brief Explanation

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 promotion whereby people could literally be involved in making mobile better by helping to change a trivial behaviour into something much better.

The Brief

The objective was to cost effectively spread the brand position via digital and social channels. This plan was chosen as the brand could not effectively compete with the big players in traditional channels.

Describe the success of the promotion with both client and consumer including some quantifiable 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

Explain why the method of promotion was most relevant to the product or service

The execution directly used the product to show the audience how Virgin Mobile was attempting to make mobile better for everybody. Only Virgin would be audacious enough to try and turn a trivial mobile habit into something so much better.

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