Stay Living
Award Category
IT & Consumer Durables
Agency
The Monkeys
Client
Boost Mobile
Objectives
After Boost Mobile ended its partnership with Optus and aligned with Telstra, it needed to rebuild its customer base from scratch. The Monkeys needed to connect 150,000 customers onto a new SIM program, drive half a million prospects to boost. com.au and generate more than a million contacts with potential customers. It also had to do it on a restricted budget, maintaining a cost-per-acquisition of $34 and achieving a Net Promoter Score of +20.
Campaign
Boost Mobile needed to mean something beyond cheap phone credit, so research was commissioned that discovered prepaid represented freedom for younger users. The Monkeys had to elevate the brand above mindless category noise and break channel selection norms. It did this by tapping into popular zombie culture and the idea that in a world of zombies on postpaid plans Boost would support living. Three R-rated zombie films were created where four mates use their Boost prepaid mobiles to stay connected in a post-apocalyptic world. Influential YouTube bloggers were recruited to star as zombies in the films, with their audience and networks leveraged for free. Organic consumption was fuelled by paid video seeding, and a search keyword strategy based around the content was employed. The agency ran a Facebook promotion that focused on driving immersion with the online film content and photographic content was posted and shared across Tumblr and Instagram. As part of PR activity, key influencers were sent a postapocalyptic ‘damaged’ smartphone activated on the Boost network and holding elements of the story, which arrived in the clutching hand of a severed arm. Registrations were driven through retail pointof-sale, search engine marketing and online display advertising
Results
From an overall investment of $1.9 million a return on investment of 432% was achieved. Just over 205,00 customers were connected and more than 600,000 unique visitors were garnered. The films alone generated 2.3 million views, a cost-peracquisition of $9.25 was realised and a Net Promoter Score of +30 was reached.
Judges Comments
As good as it gets. The task, the consumer insight, the strategy, the execution and the results were linked seamlessly and, without a doubt, this was the best entry in the category. Just excellent work.
