The branded content landscape in Australia is very healthy. Consumption rates of content are high, and there are no major specific regulations or restrictions around the use of brands in content.

This was a remarkably simple idea, in which redefining an existing generic touch-point transformed the entire brand experience.

We partnered with underground radio station, FBI 94.5fm, who made live on-air call-outs, asking unsigned bands to submit music demos to the event.

40 of these submissions were used to create the Boost Hold Music Festival, an exclusive music event held on a customer service line.

Consumers waiting for their call to be answered were given instant access to the music festival and encouraged to explore the stages via their keypad.

Once the call was over, we followed up with an SMS containing a download link for the tracks they chose. These could also be shared, sending engagement beyond Boost’s existing customer base.

We took the 5 most listened to acts on a national live tour, and sent invites to everyone who listened to them while on hold.

We created a new platform for bands to share their music with new audiences. During the first phase of the festival, we created 4,000 hours of free airtime for 40 unsigned bands.

Boost Mobile have adopted the Hold Music Festival concept as an ongoing brand activity, adding new bands all the time.

We gave a vastly improved customer experience to over 150,000 Boost Mobile customers who called during the festival.

The Festival created a big uplift in positive conversation around the brand, across all social channels.

Shares of the download link found new fans and potential new customers for Boost Mobile, resulting in growth of Facebook page.