Vodafone + Samsung encourage Aussies to make the ‘Big Life Switch’ in a campaign via 3rdSpace
Sydney-based content and experiential agency 3rdSpace is encouraging Australians to make the “Big Life Switch” in a new campaign for Vodafone and Samsung to demonstrate the benefits of the Samsung Galaxy S 4 on Vodafone’s new superfast 4G network.
The campaign aims to encourage Australians to stop hoarding their old gadgets and e-cycle them at a series of experiential events in Sydney, Brisbane and Melbourne. Three Samsung Galaxy S 4s will be won every hour at each event when people are asked to trade a “life item” for a chance to win the new phone.
A 90-second YouTube video and Facebook Tab launched yesterday to pre-promote the event in each city.
The initial concept was created by Vodafone’s brand content manager Kieran McIlwain, who worked with Samsung, Planet Ark, Mobile Muster and TES-AMM on ensuring the campaign could deliver on its promise of recycling as much e-waste as possible across the campaign.
Says Kim Clarke, Vodafone’s chief marketing officer: “It’s shocking to think that last year only one in 10 Australian e-waste items were being recycled, when about 16.8 million TVs, computers, printers and other accessories were being thrown into landfill.”
The vast majority of discarded TVs, printers, computers, phones can be made into new items.
Says Clarke: “I am proud that Vodafone offers an Eco-Rating for mobile phones allowing consumers to make an informed choice about the environmental and ethical performance of many of the phones we sell and I would certainly encourage our competitors to do so also.”
Says Rob Logan, 3rdspace founder and ideas director: “It’s exciting when you have people generating innovative concepts that allow us to tell the story of two brands in one campaign through content and experiences.”
The Big Life Switch truck is headed to:
Customs House in Sydney from 7:30AM-11:30AM on July 19
Federation Square in Melbourne from 11:00AM-3:00PM on July 23
Brisbane Square (Reddacliff Place) in Brisbane from 9:00AM-1:00PM on July 26
ECD Rob Logan
Writer/Director Gary Eck
DOP Mark Collins
Head of Experiential Chris Stewart
Partnership Manager: Marcelle Ventoura
Strategist: Karla Ma
Media : Ikon Communications