We created a media by custom designing and building five fully ‘pimped-out’ Cabbie-Oke cabs. Partnering with key youth brands including Universal Music Australia, the fleet launched in February 2010 cruising nightlife locations in Sydney and Melbourne.

With the latest Microsoft Xbox technology and a customised version of the ‘Lips’ karaoke game, passengers choose their favourite tune for a free ride. Cameras captured their performances - the content edited and uploaded onto a branded YouTube channel and microsite within 24 hours. Each weekend, the five best performers won an Xbox 360, while voters got the chance to win a smart phone.We designed the campaign around the customer experience and getting word of mouth impact. Pre-launch, “influentials” were invited to unpublicised, private launch events in underground venues and extensive ongoing social media monitoring enabled us to fix issues identified by youth, ensuring Cabbie-Oke was always the best part of their night.

After 10 weeks of activity, Mum 2.0 exceeded all campaign objectives and has become the first example of a telco brand to successfully build an online community of Australian mums engaged in technology.• A Facebook community of over 5,141 mothers and kids with over 56,000 page views on the Facebook fan page and 3,432 video views on Facebook • Over 12,337 tutorials viewed online • 5,600 online digital make-overs• 1,394 Mums ‘dobbed in’ • 1,973 Mums dobbing themselves in • 8,905 video views on YouTube • PR success reaching 13.7 million people globally with 76 press clippings & counting.