We were tasked to research, define and expresses the brand's architecture, design and create a through-the-line campaign, then launch the new telco to the market. From blank pad, to national activation.
Our SMART idea was to recognise the inherent disloyalty in the target 18-25 Gen Y demographic and embrace it enthusiastically with an 'anti-positioning' creative strategy: 'Let's get it On!'. And the development of a unique, virtual vending machine, distribution strategy. This strategy saw the creation of a world first App where by users could stand in front of an ordinary street poster, (looking like a sexy vending machine) and then just by holding their phone in front of the product they want and they could top up their plan. No need for a shop front at all! Packaging was in the design of chip and lolly packets to tie in sweetly with the vending machine.
ONEmobile gathered over 3,500 facebook followers in only two weeks of launch. The impact of the launch promotion was immediate and fulfilling. In four weeks, the activations gained a share rate of over 40,000 people via facebook, twitter and friend VU.