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.”
Creative – Whybin\TBWA
Social Media and Content – Eleven & Whybin\TBWA
PR – Eleven
Media – UM
Creative – Whybin\TBWA
Production – //13&CO
Directors – The Mullane Bros
Post production – //13&CO