Title	IPHONE HIJACK
Brand	VIRGIN MOBILE
Product/Service	VIRGIN MOBILE
Category	B01. Use of Social Platforms
Entrant Company	LUBIe TO Warsaw, POLAND
Advertising Agency	LUBIe TO Warsaw, POLAND

Name	Company	Position
Yuri Drabent	Lubie To - Linked by Isobar	Creative Director
Maciej Kozina	Lubie To - Linked by Isobar	Copywriter
Joanna Biernacka	Lubie To - Linked by Isobar	Art Director
Paulina Kniej/Szymon Pruszyński/Karol Ruciński	Lubie To - Linked by Isobar	Account Manager
Kaja Adamczewska	Lubie To - Linked By Isobar	Designer
Mateusz Kukła	Film Fiction	Motion Designer
Adrian Pawłowski	Film Fiction	Producer

Brief Explanation

The iPhone 6s was supposed to be available in Poland several weeks after it’s launch in the US. So we sent Virgin Mobile’s brand hero to the US to buy the new iPhone 6s, bring it back to Poland and give it one of Virgin Mobile fans. To choose the winner we held a short 12-hour hit-and-run activation using Facebook, Messenger and Dubsmash. The activation was teased on Facebook. Since we couldn’t tell what the prize was we had to help our fans figure it out and invite them to contact us via Messenger.

Results and Effectiveness

With just one iPhone 6s, 2 Facebook posts, 12 hours and countless moderators: - + 65 000 users reached organically - + 3000 users engaged with Virgin Mobile - +200% increase in engagement on Facebook - Virgin Mobile, despite having a much smaller budget, outperformed all other telecommunication brands by more than double. In the end, Virgin Mobile, was the first telecommunications brand in Poland who had the new iPhone and gave it away to one of their fans. And they did it all using Messenger.

Creative Execution

2 Facebook Posts and a lot of moderation via Messenger - seriously.

Insights, Strategy and the Idea

The campaign was targeted to Virgin Mobile fans on Facebook. We deliberately had to choose simple media tools and focus on engagement - not reach. And since messaging apps are turning into ecosystems of their one - the idea is event more relevant.