Challenge: 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.
The SMART idea: 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.
Impact: 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.