Tongue wraps up Vodafone’s Unlimited campaign
Today marks the final day of Vodafone’s ‘Take it to Unlimited – with the 24 Hour Experience’ campaign via Tongue, Sydney, that offered one lucky Australian the chance to win a 24 hour shopping spree with Vodafone’s credit card, on the assumption that no assets are accrued along the way. Stephen Lum from Albury, NSW has spent the last 24 hours having the time of his life with 3 friends; catching a private jet to Sydney, socialising with Jennifer Hawkins on the Harbour, driving around in Ferraris and Bentleys, hiring Bill Granger as their private chef and finishing off with a surfing lesson with Layne Beachley.
The promotion celebrates Vodafone’s new suite of contract caps whichstart at $29 a month and offer unlimited ‘Vodafone to Vodafone’standard national voice calls all day, every day. The campaignamplifies the idea of ‘no limits’ by offering the winner the chance tosee how limitless their life could be with a Vodafone 24 Hour Unlimitedcredit card.
To support the idea, Ikon Communications and Tongue devised anaggressive above the line radio partnership with Nova stationsnationally calling for entrants to head to a Vodafone branded Facebookpage and complete a short 25 word submission outlining what they woulddo if they won the experience
Frank PR launched and maintained the campaign in both traditional andsocial media securing media partnerships with mass mainstream outletssuch as Channel Nine’s A Current Affair, a national partnership withNews Limited titles and social media consisting of a VIP bloggeroutreach program with the likes of Blunty. In addition, Frank PRdeveloped a range of creative stunts to generate Talkability for thepromotion in different states. In Adelaide and Perth an oversizedcredit card was placed in the alligator enclosure and shark tankrespectively to ensure it was well protected in the lead up to thepromotion starting.
The joint efforts drove four thousand entries to the promotionincreasing, Vodafone’s Facebook following from under 7000 to over21,000. The competition was open even to non-Vodafone customers, withthe call for entries opening on 17th March and closing on 6 April. Thewinner was announced on 12 April 2010.
Stephen, the competition winner, was accompanied by a film crew andnavigator, whilst a pinhole spy camera was attached to him so thatcontent could be captured from his point of view. Throughout the day,Stephen checked into Nova to share with them the action of the day sofar and discuss their next plan. A content wrap up of the day will becut for broadcast partners currently interested in the idea.
Says Tongue managing partner, John Du Vernet: “As soon as you mentionthe idea everyone starts talking about what they would get up to. Somepredictably glamorous, some surprisingly thoughtful and some downrightweird! What we seek to do at Tongue is create these talking pointsaround our ideas to make sure they have life in our communications.Vodafone share the same belief that ideas need to have this socialcentre that in turn creates overall campaign momentum.”
Frank PR Managing Director, Myfanwy McGregor said: “The theme of thecampaign opened up natural Talkability around what you’d spend themoney on, given the chance. Despite the engaging content, securingeditorial for a promotion is never easy, so we devised a range ofcreative tactics tailored to state based media to provide them withcontent that would resonate with their market.”
Says Brett Dawson, Head of Strategy, Ikon C2: “This was a veryimportant component of an integrated campaign designed to give the overused category word ‘unlimited’ meaning and believeability. Seeding theidea through social networking influencers and radio talent endorsementadded to the credibility.”
LISTEN TO THE RADIO SPOT:
Creative credits
Idea and Creative execution: Jonathan Pease and Lyndon Hale, Tongue
Digital Strategy: Ben Taylor, Tongue
Digital Media: Serina Ballauf, Tongue
Media: Nick Reggars and Theo Zisoglou, Ikon
Content: James Mellowes, The Content Kitchen
PR: Myf McGregor, Mike Maurice and Stuart Terry, Frank PR
Vodafone: Shawn Marsh and Jane McDermott
24 Comments
Unlimited calls, unlimited spending on credit card, prize creatively named Take it to the Unlimited… brilliant… maybe progress to the second idea next time.
Lame and hardly original. Tripple M in Melbourne did a promo when I was a teenager (20 odd years ago) where they were giving away 24k in 24 hours. At the end of the day it’s just another bloody competition from another promotions agency. Only you guys are pretending that what you do is something more.
Just keep talking it up though, it is amusing.
So who would ever have heard about this promotion except by reading about it here? Seems like the bloke who won and his mates would have been the only people to have know anything about it. Hardly a mass audience idea.
wow how original….what has happened to good ideas?????????
Brewster’s Millions!! Gotta love Richard Pryor.
how much did he spend??
does anyone know
I happened to hear the winner being interviewed on air yesterday. I must admit my bullshit meter started ringing. The guy was just too perfect in his delivery. Maybe he’d had an extremely comprehensive PR briefing, but it made him sound rehearsed and more than a little fake. The radio hosts seemed a bit embarrassed and got him off air as quickly as possible.
Give them something that is unlimited. This is just another prize giveaway.
Isnt this just like a regular win a million dollars type promotion thing?
Simple idea well executed. Gotta give it to them. Congrats agency and client
Saw this all over the TV news and papers. Bloody solid job Tongue. So much hate on CB… jealous much?
Fantastic stuff.
This is more proof, should it be needed, of the power of social media and participatory media.
The mainstream media has been awash with stories about this remarkable promotion. It’s been very very very hard to avoid it.
If proof were needed (and surely it is not) then the increase in Vodafone’s Facebook membership from 7000 to 21000 surely seals it.
That’s a 300% increase guys!
Contrast this to the 2,200,000 uninterested, uninvolved, old-fashioned losers who watched the ads in Channel Nine’s ‘Underbelly’ on Sunday and you’ll surely see why ideas such as this are the future of our business.
I doff my cap.
Yeah! Tongue are a start up doing shit. What are you doing fuckers?
You doff your cap?
Stop doffing your your own cap Tongue, the last three comments are as well thought through as the rest of the PR on this.
So ‘Mr. doff my cap’, how long have you been working at Tongue? 300% interest yes, but that’s only 14,000 people. Make a great TV ad and you’ll hit millions. I don’t think TV is dead just yet.
2.16. It’s funny that you justify your campaign on how much exposure it gets in the mainstream press and tv. Are people that watch these shows and read these papers different people? Oh let’s not forget that you used radio as the medium to push the promo.
Wax lyrically as much as you like about the future but fact is it’s all about ‘great’ ideas. Sorely lacking here. You guys keep resorting to these tactics because you can’t do traditional. You can’t write a cracking radio ad that captures the audience’s attention so you get the hosts to blah on about it. Seriously, think about it. Getting 21,000 losers as facebook friends hardly ensures a brands success. It’s the opposite. How sad. You say this is the future? What? Promotions are the future? It’s older than tv advertising. Stop pretending what you’re doing is something else. You’re a promotions agency and there’s nothing wrong with that. And you’re using media just like everyone else. You’re not a droga5, they don’t need to talk their shit up. 3 titaniums in a row. 2 black pencils at d&ad.
Get a reality check, you guys are on your own island a million miles from anywhere. I’m really embarrassed for you.
Blah blah blah. traditional creatives couldn’t handle this stuff.
It’s a competition, someone won, it was on the radio.
Big fucking deal.
2,200,000 uninterested losers? No you’re right, 21000 people on facebook is much better. You have more access to people on facebook than you do television, yet you can only get 21,000 people. What was your return on investment? Do you guys talk about media impressions and all that stuff that p.r. people do? You do don’t you! Ha! Shonky bastards.
Ah shit.
I got halfway through a rant before realising that 2.16am was being sarcastic. Bit slow today.
http://www.brandrepublic.com/News/595883/Media-Strategy-Analysis—Zoo-finds-six-ways-spend-10000/
yawn…was famous Zoo magazine campaign by Mother to blow 10000 quid. lingerie models, hiring cars, boats helicopters etc etc etc.?
Was ‘doff my cap’ serious????
No.
to 5.36 yeah she is. it’s his publicist.