| Title | #MEALFORAMEAL |
| Brand | VIRGIN MOBILE AUSTRALIA |
| Product / Service | TELCO |
| Category | B03. Use of Social Platform(s) in a Promotional Campaign |
| 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. 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 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.
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
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.