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GAME OF PHONES

基本信息
行业: 专业与公共服务
媒体:网络
投放:澳大利亚
风格: Minimalism
说明cnen
Creative Execution:
Our solution was a mobile app-based alternative reality game called ‘Game of Phones’. Prizes were geo-cached throughout Australia’s major cities. To claim a prize, players had to reach a prize location first. To keep it, they had to prevent nearby players from ‘stealing’ their prize for 48 hours. In a world-first, we used dynamic digital posters and mobile GPS tracking to communicate with game players in real time.

Over 3 weeks, 40,000 active players travelled over 230,000 KM’s with prizes, the equivalent of 6 times around the world. The 531 prizes were stolen 82,395 times; an average of 155 steals per prize. The average time playing was 1hr and 12 minutes per active user. Our campaign generated huge interest in Virgin Mobile with 103+ million online impressions, 76,200 visited Facebook tab (50% on mobile), 12,992 social shares & 66% positive online sentiment. It was a Top 20 App on the Android store. Virgin Mobile experienced a 29% uplift in post-paid sales during the campaign period.

Australia’s three big telco’s spend millions on their customer loyalty schemes. But they rely on high-profile prize giveaways that do little to truly engage customers. Virgin Mobile has a much smaller budget, and couldn’t compete in bought media. But we saw an opportunity to prove Virgin Mobile gives customers a better experience. Australia has one of the highest instances of smart phones useage in the world, so we created a fun, engaging mobile gaming campaign called Game of Phones. This mobile campaign became an exciting, engaging customer experience that promoted Virgin Mobile rewards.
制作信息
品牌:
广告公司:
执行创意总监:
创意总监:
文案:
美术指导:
摄影:
平面制作:
制片:
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音乐:
后期制作:
修图:
其他职位:Digital Creative Director: Jay Morgan
Digital Creative: Frida Engstrom
Account Management Team: Dan Smith/Ben Fayol/Jenny Fallon/Olivia Coyne
Account Management Team: Matt Holmes/Vyvyan Hammond
Client: David Scribner/Nicole Bardsley/Jade Mackay/Serina Saroian/Jordan Kerr
Client Business Director/Client Business Manager: Chris Caley/Jacqui Purcell
奖项
戛纳国际创意节 2014
铜奖 移动应用
Use of Data/Insight
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