| Title | IPHONE HIJACK |
| Brand | VIRGIN MOBILE |
| Product/Service | VIRGIN MOBILE |
| Category |
B03. Use of Social Platform(s) in a Promotional Campaign |
|
Entrant Company
|
LUBIe TO Warsaw, POLAND
|
|
Advertising Agency
|
LUBIe TO Warsaw, POLAND
|
Credits
| 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 |
The Brief
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.
Campaign Success
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. To limit the amount of entries we asked users to submit entries made with Dubsmash via Messenger.
Describe the success of the promotion with both client and consumer including some quantifiable results
With just one iPhone 6s, 2 Facebook posts, 12 hours and countless moderators:
- + 65 000 users reached organically
- + 3000 users engaged with Virgin Movile
- +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.
Explain why the method of promotion was most relevant to the product or service
The objective was go increase awareness and engagement among Virgin Mobile fans on Facebook. We chose to do it via the first ever activation created around Messenger.