Eleven And Whybin Launch First Work For Virgin Mobile

Eleven And Whybin Launch First Work For Virgin Mobile
SHARE
THIS



Eleven and Whybin\TBWA Sydney have combined to launch their first PR and social media campaign for new client, Virgin Mobile. ‘Data Auction’, a customer acquisition campaign aimed at driving talkability around the telco’s data rollover product offering, is the world’s first online auction powered by unused mobile data.

As the only mobile provider to exclusively offer data rollover on postpaid plans, the campaign sees Virgin Mobile bringing down the hammer on other telcos stealing back their customers’ unused data at the end of each month’s billing cycle.

A reflection of its pledge to make mobile better, Virgin Mobile is sticking up for consumers by giving their unused data – the data they paid for – a second chance, as bidding currency in a unique auction of 30 exciting items over 30 days, including a week’s vacation on your own private island to live like Sir Richard Branson.

The first auction goes live today on Virgin Mobile’s Facebook page, with one item listed each day between 7pm and 8pm AEST until 15 May 2016.

The campaign includes a promo trailer developed by Whybin\TBWA Sydney and designed for online dissemination of a mock auction, with auctioneer, bidders and lots being revealed to help set the scene for consumers. PR and social media activations will accompany the film to drive engagement across earned and owned media.

“As the only mobile provider to exclusively offer Data Rollover on our postpaid plans we wanted to create a campaign that would fire up conversation and really engage consumers to think about their current plans,” said Philippa Durant, head of brand and customer marketing at Virgin Mobile Australia.

“We’re ecstatic with the creativity and integration shown from both agencies to find a new, exciting way to generate awareness of an existing product and its benefits against competitor offerings.”

Roberto Pace, managing director at Eleven, said: “We’re extremely proud to launch our first campaign for Virgin Mobile with a world first initiative that brings to life our collaborative disruptive thinking.

“When you combine strategic insights with creative might you can create real cultural impact for brands and Data Auction does just that. We’re excited to see how the Australian public interacts with the campaign over the next month.”

Credits:

Campaign Credits

Creative – Whybin\TBWA

Social Media and Content – Eleven & Whybin\TBWA

PR – Eleven

Media – UM

 

Video Credits

Creative – Whybin\TBWA

Production – //13&CO

Directors – The Mullane Bros

Post production – //13&CO

 

Latest News

Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]