One Green Bean
The Work
Determined to capitalize on the buzz around the new wave of smart phones hitting the market, Virgin Mobile challenged us to get everyone talking about their new Smart Cap plan. To do this, we brought Ed Westwick (aka Gossip Girl’s Chuck Bass) to Australia to raise awareness of the launch.
But rather than simply positioning him as the ‘face of’ the new plan, we felt a cheeky stunt would generate a lot more talkability. In his first interview, live on national television, we instructed him to give out his phone number – much to the shock of the presenters and audience alike. He then released his phone number in all subsequent interviews so he could interact with his fan base using his ‘unlimited text plan from Virgin Mobile’.
We achieved over 1 million dollars worth of coverage in 4 days, and 100% contained reference to both Virgin Mobile and the ‘Smart Cap’ plan. 2000 consumers attended an in-store signing (special thanks to the Sydney Police who likened it to Beatlemania) and sales of the plan exceeded targets by over 30% in the first 2 weeks.
But rather than simply positioning him as the ‘face of’ the new plan, we felt a cheeky stunt would generate a lot more talkability. In his first interview, live on national television, we instructed him to give out his phone number – much to the shock of the presenters and audience alike. He then released his phone number in all subsequent interviews so he could interact with his fan base using his ‘unlimited text plan from Virgin Mobile’.
We achieved over 1 million dollars worth of coverage in 4 days, and 100% contained reference to both Virgin Mobile and the ‘Smart Cap’ plan. 2000 consumers attended an in-store signing (special thanks to the Sydney Police who likened it to Beatlemania) and sales of the plan exceeded targets by over 30% in the first 2 weeks.
Case Studies
That Pitt went viral
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
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
We gave Australians the chance to 'Like', 'Locate' & 'Love' bikes across the country as part of Australia's biggest bike hunt
Have you experienced the Kleenex Silk Touch Tissue Tree
Commuters flocked to our Urban Farmyard in the QVB
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
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
The launch of the Ferrero Rocher Christmas Wrapping Store was a sweet success
We assembled an elite team to crack down on 'Hair Crime'
2012 marks the 50th anniversary of the LEGO® brick in Australia
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
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
30 speed readers battled it out to be crowned Australia’s fastest reader of Dan Brown’s The Lost Symbol