Virgin Mobile Australia had partnered with global music streaming service, Guvera and to celebrate, they were offering people an extra 1GB of data every month to stream music through Guvera.

We were tasked us with amplifying the partnership in a way that would live and breathe on digital channels, in order to get consumers engaged and ultimately drive customer acquisition.

Our idea was ONE BIG GIG. We worked out that 1 GB of data equalled a massive 21 hours of music on Guvera. So we partnered with legendary entertainer and improvising beat boxer, Reggie Watts, to create a 21-hour music track that gave a shout-out to Australia’s weirdest and most wonderful towns, suburbs and cities.

Reggie rapped, riffed and beatboxed his way through Australia, creating one of the worlds longest music tracks and showing Australians just how much music one GIG-abyte of data could get them.

We launched the 3-month campaign with a 2-minute video featuring Reggie, to tease the track’s release. We also created filmed 30” and 15” content pieces with Reggie to drive the 1GB data offer even harder. All content was created specifically for online channels, so we could drive people to Virgin Mobile channels to sign up.

The track, along with the campaign videos, were housed on a purpose built page of the Virgin Mobile website.

To create the track, Reggie and his music producer turned the hundreds upon hundreds of town names into specific sound clips and then created multiple tracks with different effects for each one, which they layered and randomised. So no looping. And not a single hour where you hear the same thing twice.

For PR, we conducted consumer research into how ‘Datafraid’ Aussies were and used the teaser video as an asset for PR to drive momentum before the track launch. The research results were also used to form supporting campaign content for Virgin Mobile’s social channels.

We then brought Reggie to Australia to launch the track via a press tour. He riffed with some of Australia’s biggest entertainment journalists, driving the ONE B1G GIG message in a relevant and entertaining way.

The campaign content generated over 3.2 million views across the campaign period, Virgin Mobile’s customer acquisition target was smashed by 100% after just four months and total churn across the customer base (pre-paid and post-paid) reduced by 30% after three months.