Optus Promo, Case study P!NK FUNHOUSE TOUR by Media Contacts

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Australia
Agency Media Contacts
Released May 2009

Credits & Description

Category: Best Use of Sponsorship
Advertiser: OPTUS
Date of First Appearance: May 17 2009 12:00AM
Entrant Company: MPG, AUSTRALIA
Client Services Director: Aimee Buchanan (MPG)
Client Services Manager: Kate Newell (MPG)
Media Manager: David Scheepers (Media Contacts)
Media Assistant: Nina Conkey (MPG)
Account Director: Tara Goh (M&C Saatchi)
Strategy Director: Rachael Lonergan (MPG)
Media placement: Television – Network TV - 7, 9, 10, Sth Cross - 17 May 2009
Media placement: Television – Subscription TV - Channel V, MTV, Fox 8 & Arena - 17 May 2009
Media placement: Radio – Broadcast And Digital - Austereo & RRW - 17 May 2009
Media placement: Online - Yahoo, News Digital, Facebook - 17 May 2009
Media placement: Outdoor - Digital Outdoor Melbourne - 24 May 2009

Results and Effectiveness

We rocked with P!nk! At 14%, it was the strongest association across all Optus properties, second only to Telstra’s 20+ year broadcast of the National Rugby League. • 95% unprompted brand awareness (18-24s) – the highest in Optus history • 77% viewed P!NK and OPTUS as a good fit • 62% of microsite visitors plan to choose Optus • 151,829 video views • 13,000 ring-tones and full-tracks downloaded • 53,679 SMS/online entries received • 48,823 unique visitors to P!NK radio, averaging 40mins/visit • Activation rose 2% • Huge drop in churn of 30% • Added value $2,594,277 with ROI 1.66:11

Creative Execution
The ultimate reward? See P!nk in concert! A signed copy of her album? Sweet. Face-to-Face. With P!nk. A fantastic reward for being with Optus. Throwing out the rule book to drive awareness of the Optus/Pink association sparked innovation with several stunning media firsts and four offerings of fresh content and amazing rewards: Channel P!nk: Hijacked Australia’s most popular TV channel – Channel V – for an entire day and coloured it P!nk. Optus-only ads, online and on-air channel branding, promotional spots, e-cards and newsletters coincided with P!nk’s first Sydney show. P!nk Day: Optus and P!ink on-air and homepage branding on the highest-rated radio network, The Today Network. P!nk Radio: Custom created digital radio station playing P!nk’s favorite music. P!nk TV: 2-hour primetime show across Australia on 40 stations included P!nk music clips, exclusive footage (with husband Carey Hart) and ticket giveaways. Branding ran throughout the show and three-weeks prior.

Insights, Strategy & the Idea
Optus is the #1 prepaid mobile telco for Australian teens. An intense market with competition from leader Telstra and #3 heavy spender Vodafone. We needed to improve brand retention with teens and drive customer acquisition into Optus’ prepaid product. To stay connected with younger consumers innovation was critical. Invest in the wrong idea and years of brand value disappears. Music, teens and mobiles go hand-in-hand - a fertile territory for brand association. But finding an artist that appeals to the masses and adheres to brand value is not easy. In August 08, P!nk’s single “So What” leaked online and was #1 six hours later. The album debuted at #1, recorded 32MM sales and was #1 on iTunes and Billboard. Yup, teens loved P!nk!. We harnessed the power of P!nk to position Optus as the ultimate mobile provider for young adults - sponsoring P!nk Funhouse Tour far beyond typical logo dominance.