| Title | DREAMJOB |
| Brand | VODAFONE FOUNDATION |
| Product / Service | VODAFONE DREAMLAB APP |
| Category | B03. Fundraising & Advocacy |
| Entrant | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Idea Creation | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Media Placement | WAVEMAKER Sydney, AUSTRALIA |
| PR | HILL+KNOWLTON STRATEGIES Sydney, AUSTRALIA |
| Production | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Production 2 | THE POOL COLLECTIVE Sydney, AUSTRALIA |
| Production 3 | WEBLING Sydney, AUSTRALIA |
| Additional Company | TRANSPIRE Malvern, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Simon Langley | J. Walter Thompson Sydney | Executive Creative Director |
| Will Edwards | J. Walter Thompson Sydney | Creative Director |
| Chris Badger | J. Walter Thompson Sydney | Creative Director |
| Giles Clayton | J. Walter Thompson Sydney | Senior Copywriter |
| Simon Hayes | J. Walter Thompson Sydney | Senior Art Director |
| Ana Lynch | J. Walter Thompson Sydney | Client Services Director |
| James Ansell | J. Walter Thompson Sydney | Senior Account Director |
| Rebekah O'Grady | J. Walter Thompson Sydney | Account Manager |
| Carly Yanco | J. Walter Thompson Sydney | Head of Strategy |
| Brona Kilkelly | J. Walter Thompson Sydney | Strategic Planner |
| Amanda Slatyer | J. Walter Thompson Sydney | Broadcast Director |
Creative insight Each time someone uses the DreamLab app they are helping to solve real cancer research problems - meaning every app user is really a cancer researcher. Creative Approach We harnessed the power of the world's largest professional network, LinkedIn, and launched a recruitment campaign inviting people to download the app to start their DreamJob as a Cancer Researcher. LinkedIn has a built-in function that automatically notifies your connections when you start a new job. So we simply recruited the most connected influencers on the platform to change their job titles to 'Cancer Researcher at DreamLab App', instantly notifying their hundreds of thousands of connections that they'd started their DreamJob fighting cancer. The title change created a thunderclap moment and a tsunami of notifications were sent across the world, inspiring hundreds of thousands of people to download the DreamLab app and start their new DreamJob fighting cancer.
In order to spark a social movement worthy of the cause, we needed to recruit social catalysts. So we asked the most connected LinkedIn influencers, including Scoot Airlines Managing Director, Jarrod Simcox, and Prime Time News Anchor, Sandra Sully, to launch our social activation. With the nation returning to work on Monday, 23 October 2017, hundreds of influencers updated their job title overnight, instantly sending notifications to their giant social networks. Driven by the opportunity to do good, Australian and International LinkedIn users responded rapidly by adopting the job title change, triggering a wave of title changes never seen before on the platform. Over the next week, news about the DreamLab app continued to spread through the network rapidly, with new notifications arriving in thousands of users inboxes with each new job change. PR then fueled the fire, with our campaign gaining national news coverage.
By tapping into to the power of social influencers and the inherent appetite amongst Millennials to be connected to something more meaningful in their everyday lives we achieved our goal of creating a mobile network of 'cancer researchers' fighting cancer in their sleep with DreamLab. By hacking the platform in a way that had never been exploited before, our message spread organically to 875,000 people through LinkedIn alone and reached of over 15.4 million people in total. These connections via social influence translated into us smashing our target of 50,000 app downloads with the current number at 110,00 downloads and counting. But the real success of this campaign has been that while our new network of DreamLab app users have been sleeping peacefully at night, their idle smartphones have solved over 4 million cancer research problems since launch.
With social responsibility being high on Millennials list of priorities, they became our focus. But while they are highly motivated by charitable causes, we found they are the least likely group to actively participate - contributing fewer donations, time and resources than any other group. This posed a major challenge as not only did we need them to download the app, we also needed them to inspire their networks to do so too. A survey revealed that millennials use their occupation as a way to positively impact the world (Deloitte, 2017). It became clear that millennials aren't slacktivists, they're opportunists! They're motivated by causes that integrate into their lives, not one-off donations. LinkedIn therefore became the perfect platform to connect with this purpose-driven group.