Stay Living
Award Category
Grand Prix
Agency
The Monkeys
Client
Boost Mobile
Sponsor
Objectives
The mission for The Monkeys was to relaunch a brand from a baseline of zero customers. Prepaid mobile brand Boost Mobile had spent 12 years, through its partnership with Optus, building its business but now the link with Optus was gone. The Monkeys needed to connect 150,000 customers onto a new SIM program, drive half a million prospects to boost.com.au and create more than a million contacts with potential customers. It also had to do all this on a restricted budget, maintaining a cost-per-acquisition of $34 and achieving a Net Promoter Score of +20.
Campaign
The Monkeys discovered that prepaid represented freedom for younger users, it was a guarantee that they would not get hit with a bill that would financially suffocate their lives. The core insight was that postpaid contracts were for people who follow rules and live life according to a plan – the mindless masses. The Monkeys decided to leverage off 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-apocalytpic 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. Key influencers were engaged through PR activity, and registrations for the SIM deal were driven through retail point-of-sale, search engine marketing and online display advertising.
Results
A return on investment of 432% was achieved off an overall investment of $1.9 million. More than 200,000 customers were connected, which was 22% over target, and the films received 1.34 million unique views. Boost Mobile’s cost-per-acquisition dropped dramatically and its Net Promoter Score rose. More than a year after any paid media support the films are still amassing more than 80,000 views per month.
Judges Comments
A phenomenal result. Stay Living for Boost Mobile showcases how taking a brave creative leap to develop a relevant and in culture brand story can pay real dividends. The agency and client created a campaign the target market was interested in, rather than interrupting what they are interested in, so much so that content lives on today. What was most impressive was the scale of the result relative to the category. Congratulations to a worthy winner.
