In 2013, Virgin Mobile was one of the leading Telecom companies in Australia and had massive stand out from the competition thanks to the company values and its young and fresh image. The brand’s appeal to a younger market was helped by their association with music, like introducing V Festival to Australia and pioneering live music streaming to their customers. 2013 was the year the Sony Xperia Z1 phone was launched and TLC was tasked with creating a compelling reward campaign that amplified the phone’s distinguishing features which included; a great camera, long battery life and being waterproof.
To provide heartfelt service, be delightfully surprising, red hot and straight up, while maintaining an insatiable curiosity and creating smart disruption.
With Virgin’s musical heritage and Sony’s major involvement in the music industry, a music based campaign was conceived. To appeal to a younger target market and to bring both the Virgin and Sony brand values to life, everyone who chose a Sony Xperia Z1 and signed up to a 24month contract were rewarded with two free local gig tickets from Moshtix valued at $80. But the fun didn’t stop there. Every new customer was also entered into a prize draw to win two passes to a Mystery International Music Festival. This prize was valued at $10,000 and included return economy flights for two. The Mystery festival – just happened to be Lollapalooza in Chicago. One of the world’s biggest “alternative” rock festivals.
The campaign look and feel, along with the rewards, had real standout and attracted a lot of attention from the young target market. Word soon got around. This campaign also received amazing testimonials from the winners of the mystery festival prize, Lollapalooza, generating good PR for the Virgin brand.
Sales of the new Xperia Z1 were 24% higher than forecasted, making this campaign a huge success. So much so, that Sony decided to continue working with TLC in the future.
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