BEST CONVERSATION EVER by Narrative PR for Wind

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BEST CONVERSATION EVER

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Industry Cell phones, Smartphones & Accessories, Mobile Communications
Media Promo & PR, Case study
Market Canada
Agency Narrative PR
Released August 2011

Credits & Description

Category: Technology and Manufacturing
Advertiser: WIND MOBILE
Product/Service: MOBILE COMPANY
Agency: NARRATIVE PR
Managing Director: Amanda Alvaro (Narrative PR)
Director Of Public Relations: Lindsay Mattick Davidson (Narrative PR)
Account Director: Sascha Von Nickisch-Rosenegk (Mighty Digital)
Digital Strategist: Amanda Buchanan (Mighty Digital)
Account Manager: Shelley Thomas (Narrative PR)
Media placement: Social Media PR - - January 24, 2011
Media placement: Online Contest - - January 24, 2011
Media placement: Event PR - Launch - - January 24, 2011
Media placement: Media Relations - Launch - - January 24, 2011
Media placement: Media Relations - Charity Challenge - - March 22, 2011
Media placement: Media Relations/event - Conversation #1 - - May 27, 2011
Media placement: Media Relations/event - Conversation #2 - - June 30, 2011
Media placement: Media Relations/event - Conversation #3 - - August 9, 2011
Media placement: Media Relations/event - Conversation #4 - - August 25, 2011
Media placement: Media Relations - Conversation #5 - - August 31, 2011

Summary of the Campaign
Canada’s telecom market had been controlled by 3 wireless providers for over a decade. As a new player, with a media budget the fraction the size of the incumbents, WIND Mobile needed a low-cost campaign idea that would have a greater impact than its rivals, catapulting them into the spotlight and ultimately making them top of mind for consumers making a wireless purchase.

We asked ourselves: What if a mobile company could help people talk to anyone in the world that they wanted to? What if WIND Mobile could bring its brand promise, ‘The Power of Conversation’ to life, by creating a first-of-its-kind, newsworthy contest that would allow people to connect with their heroes – be it a star athlete, famous film director or politician? A big idea, Best Conversation Ever, would see WIND actually make life-changing phone conversations a reality for 5 lucky Canadians. To make those conversations happen, WIND would donate $100,000 to a Canadian charity on behalf of each personality that agreed to the chat. In addition, they’d donate an additional $100,000 for a charity challenge.

With massive PR appeal, conversations with personalities from Michael J. Fox to Christopher Nolan garnered incredible national and regional media coverage, raising awareness with consumers across the country.

With more than 46m media impressions, the campaign exceeded every objective, ultimately securing WIND the title ‘Fastest Growing Carrier in Canada’ by gaining more new subscribers than any other wireless carriers.

PR elements include: media relations, Event PR, social media and online contest

The Situation
In 2009, WIND became the first new Canadian wireless carrier to launch in over a decade. Before launch, the ‘Big Three’ incumbent carriers made up a wireless oligopoly in Canada, dominating Canadian society with retail locations, advertising campaigns and splashy naming rights to stadiums and cultural centres. By owning many of the country’s media outlets, not only did they control the infrastructure, in many cases they owned the content Canadians were consuming. Ultimately, with a far more limited budget, we needed an idea to make WIND top of mind and position them as a big player able to compete.

The Goal
Goal:
• Establish WIND Mobile as the forth national wireless carrier in Canada.

Objectives:
• Increase wireless subscriptions by August 2011. Target: 50,000 new subscribers; 250,000 total.
• Increase online engagement to introduce consumers to WIND’s brand. Targets: 16,500 Facebook 'likes'; 1,000,000 page views; 1,500,000 gross online reach.
• Create earned media opportunities to build national brand awareness. Targets: 20,000,000 media impressions; 50 media hits; MRP quality score of 80%.

Target Audience:
Socially connected 16-to-35-year-olds since they had the most influence on their networks and were the most likely to switch carriers to WIND.

The Strategy
As the new-kid-on-the-mobile-block, WIND needed to stand out in the incumbent-dominated media space. They needed an idea that would make news, build consumer awareness and, with a limited budget, generate maximum earned media (traditional and social). Exploring the timeless question, "If you could talk to anyone in the world, who would it be?" we created a never-been-done-before contest with earned media ‘hooks’ throughout the launch, conversations, and charity donations. By securing high profile bloggers as judges and creating a charity competition, we created cost-effective built-in networks to promote the contest. Best Conversation Ever audaciously promised to make 5 life-changing phone conversations happen and donated over $500,000 to Canadian charities. The idea created a memorable narrative for a brand built on ‘the power of conversation’. The contest was the ultimate expression of that power - at its most powerful - creating awareness and consumer engagement that would influence cell phone purchase decisions.

Execution
Best Conversation Ever had 2 phases: the national contest ran online from January 24, 2011 to March 7, 2011; conversations occurred between March 8, 2011 and August 31, 2011. The campaign ran according to plan, with tactics that included:
• Launch event: A ‘Conversation’ between Aron Ralston – the real man behind the film, 127 Hours – and Anthony Lacavera, WIND Mobile’s CEO, garnered huge media coverage and got the country talking.
• BestConversationEver.ca: Visitors uploaded/voted on video and written entries, creating engagement with the target audience.
• Charity Challenge: Participants could vote daily for a charity online. 6 charities with the most votes split a $100,000 donation.
• Conversations & Donations: 5 Canadians won dream conversations with the personality of their choice. From actor Michael J. Fox, to Batman-trilogy director Christopher Nolan, to hockey legend Sidney Crosby, each conversation received regional and national coverage, raising awareness across the country.

Documented Results
Best Conversation Ever's results were nothing short of spectacular. The conversations with 5 of the most interesting, high profile people in the world received 183 media hits, resulting in more than 46m media impressions and exceeding every tactical objective. This unique idea resonated with consumers, securing phenomenal Q1 results for WIND and earning it the title 'Fastest Growing Wireless Carrier in Canada' by having more new subscribers than any other wireless carriers. In Q3, WIND’s subscribers exceeded 350,000, a 43% increase over target.

Results:

1. WIND Mobile Subscribers:
Objective - 250,000
Actual - 358,000 (end of Q3)

2. Media Impressions:
Objective - 20,000,000
Actual - 46,520,236

3. Media Hits:
Objective - 50
Actual - 183

4. MRP Quality Score:
Objective - 80 %
Actual - 82.80 %

5. Facebook 'likes':
Objective - 16,500
Actual - 31,925

6. Website Views:
Objective - 1,000,000
Actual - 1,217,624

7. Gross Online Reach:
Objective -1,500,000
Actual - 2,550,000