The Work
Virgin Mobile asked us to develop a Christmas campaign that cut through the noise and clutter of the season to generate real world and online chatter nationally. To do this we executed Australia’s largest ever social media ‘finders-keepers’ initiative called A Fair Ride For All, which saw us give away 25 bikes per week for three weeks.
Aussies were asked to ‘Like, Locate, Love’ – by ‘liking’ their preferred bike they opted in to receive unique clues to the whereabouts of the bikes. A launch video ran on the Virgin Mobile Australia YouTube channel and daily hunt announcement tweets and updates were sent out along with commentary from users on the bespoke twitter hashtag of #FairRide.
As a result, Australia went bike crazy!
Over the three weeks, the website received over 90,000 unique visitors, more than 30,000 social actions on the website and social platforms and over half a million reached via ‘Likes’ and ‘Shares’. Over 25,000 organic click-throughs were recorded from Facebook to the website and 80% of our traffic came from earned media sources with users spending an average of 8 and half minutes on the website and over 12 minutes on our mobile sites. On average each bike took just ten minutes to locate with two-wheeler-loving Aussies nationwide eager to snap up the shiny new bikes.
Aussies were asked to ‘Like, Locate, Love’ – by ‘liking’ their preferred bike they opted in to receive unique clues to the whereabouts of the bikes. A launch video ran on the Virgin Mobile Australia YouTube channel and daily hunt announcement tweets and updates were sent out along with commentary from users on the bespoke twitter hashtag of #FairRide.
As a result, Australia went bike crazy!
Over the three weeks, the website received over 90,000 unique visitors, more than 30,000 social actions on the website and social platforms and over half a million reached via ‘Likes’ and ‘Shares’. Over 25,000 organic click-throughs were recorded from Facebook to the website and 80% of our traffic came from earned media sources with users spending an average of 8 and half minutes on the website and over 12 minutes on our mobile sites. On average each bike took just ten minutes to locate with two-wheeler-loving Aussies nationwide eager to snap up the shiny new bikes.
Case Studies
We're kind of a big deal
The Beans serve up an Australian icon.
We commissioned environmental artist, John Dahlsen, to create an art installation from waste collected by Commonwealth Bank staff on Clean Up Australia Day
Gossip Girl’s Chuck Bass got Australia talking about Virgin Mobile
We dropped our jeans all over Australia and New Zealand to get people talking about and wearing Levi’s®
We fooled the nation with the help of the “Imposhtor” for ninemsn
30 speed readers battled it out to be crowned Australia’s fastest reader of Dan Brown’s The Lost Symbol
We tore the roof off yet another amazing project for the QVB.
For April Fool's Day we pranked Australia and the rest of the world for IKEA
We love a world first, but we scored a hat trick by bringing eminent snapper David LaChapelle to shoot the public with the Nokia N8 handset
Sydney smokers were forced to visualise the realities of their ’30-a-day’ habit with a headline-grabbing stunt in the CBD
Ben & Jerry travelled from Vermont to launch their legendairy ice-cream down udder
We put a living, breathing vineyard outside Sydney’s historic Customs House
Have you experienced the Kleenex Silk Touch Tissue Tree
Doing what Australians do best, all for a great cause. We helped Commonwealth Bank break the record for the World's Longest BBQ.
Our mate Shaggy got Sydney’s cool kids drinking and talking about 42BELOW
The Extraordinary Taxi Ride highlighted the unique experiences on offer in WA
The world’s longest outdoor bookcase on Bondi Beach to celebrate BILLY’s 30th birthday
The world’s first ‘vampire catwalk show’ and a Fangtasia after-party ensured we launched the True Blood series 2 DVD with a fang
The launch of the Ferrero Rocher Christmas Wrapping Store was a sweet success
We assembled an elite team to crack down on 'Hair Crime'