Key online objectives were traffic and engagement. Also measured on word-of-mouth and, most importantly, on sales of new 12 month contracts.

Online targets:• Over 800,000 site visitors;• Over 3,000 posts on site; • Amazingly 1.5 million people played Grrr game (on our site and gaming sites), beating up celebrities for over two minutes; • Over 10,000 video views (combined) on YouTube.Word-of-mouth:• Tracked 212,000 “Grrr” threads across online social and community forums.Saw unprecedented 24% increase in sales of new 12-month plan in one week.Fair to say the results gave our client nothing to ‘GRRR’ about!

An alarming number of 18-24 year olds, who use high profit mobile data services, were leaving Optus, Australia’s 2nd largest Telco, and too few new customers were signing up. In the main, they were leaving because they dislike commitment and hated being tied to 24 month contracts.

The agency demonstrated to Optus the problems with long-term contracts and recommended they launch new 12 month plans. Client agreed. We then constructed our campaign around a key target insight: The desire for independence. This led to the ‘GRRR For What You Want’ campaign, which gave our target market a chance to express their independence.

This idea was relevant because ‘GRRR For What You Want’ tapped 100% into the mindset of 18-24 year olds. The strength of the idea was that it made a rather uninspiring Telco message relevant and entertaining to a sceptical audience, and more importantly, gave them a voice.