Telecom wanted to reward their youth customers with a fun experience. Youth prefer to engage with games and cool content rather than with advertisements, so we created RPS027. RPS stands for the well-known game Rock, Paper, Scissors, and 027 is the Telecom Mobile prefix. Our concept was to create a month-long promotion engaging Telecom Mobile customers with the brand via a free SMS RPS Tournament, with the chance to win cool prizes. It was promoted almost entirely using branded programme content. We used zany footage from the World Rock Paper Scissors Society to promote signups via SMS and a website.

We used the leading youth TV channel, three youth radio networks, mobile, websites and street posters. We created five RPS themed half-hour RPS Challenge TV programmes, whereby VJ’s used RPS to decide whose videos were played and five-second stings featuring famous musicians in Rock, Paper or Scissors stances. VJ’s and DJ’s adlibbed about the promotion and we arranged for radio interviews with the World RPS Society heads. There was also a website, WAPsite, mobile content and downloads. A one-hour TV finale featured the playoffs for big prizes and two VJ’s in an RPS ‘battle of the islands’ road trip.