Optus Funhouse
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Transcript of Optus Funhouse
Challenge
2. Tactical sponsor/sales driven2. Tactical sponsor/sales driven
1. Exposure/awareness1. Exposure/awareness
4. Target Mkt needs4. Target Mkt needs5. Community inv5. Community inv
3. Integration/ brand needs3. Integration/ brand needs
Involv
em
en
tReach
We wanted to drive it here to maximise consumer involvement
• Our primary challenge was to take the existing event sponsorship agreement (“Optus Presents…”) and increase the association with P!nk across various channels, providing a greater depth of involvement with our target audience (and thereby increasing their disposition towards Optus Prepaid Mobile)
The P!nk/Optus sponsorship already delivered here
Consumer Insights
Source: Roy Morgan: June, 2008
• We identified the importance of the mobile phone for our youth target audience via media consumption and correlation analysis of key agreed statements (see appendix)
• The phone has more status than merely an inanimate tool. It’s essential to our target audience’s social lives, and also gives them control and independence
• We would have to give our target audience something of value for them to consider the Optus brand as their mobile phone provider
– Reward them with exclusive content and opportunities– The ultimate reward…a chance to meet P!nk
REWARDS & RECOGNITION FOSTERS
ACQUISITION & RETENTION
Innovative Strategy
MPG hoped to:
– Deliver mass awareness of the pre-paid product message and the brand association with P!nk’s Funhouse tour.
– Create strong integration in all P!nk media activity to strengthen Optus’ association with the star
– Deliver unique content and engage the target audience
Innovation in both traditional and non-traditional channels (Maximise opportunities for ‘media first’ executions!)
Provide genuine ‘added value’ to our target audience
Create experiences for our target market and invite them to get close to P!nk and be a part of the ‘Funhouse’!
Project FunhouseCreative Media Examples
Australian ‘Media First’ : We took over Australia’s foremost music TV channel and coloured it P!nk
The Channel [P!nk] takeover took place on June 6th for the entire day to coincide with P!nk’s first Sydney show on the tour.
The takeover consisted of:Total re-branding of Channel [V] on-air and online to Channel P!nk.Optus road-blocked sponsorship of Channel P!nk (no other advertising across on-air and online).Optus TVCs, billboards, promotional spots, online branded page, e-card and newsletter
On Friday 5th June, the Today Network dedicated an entire day to P!nk.
Optus were credited on-air right across the day to celebrate this P!nk Day.This was also reflected online, with a national, big impact buyout of the homepage across the Today Network websites
Australian ‘Media First’ : We also took over Australia’s highest rating radio network!
Australian ‘Media First’ : We created a National digital radio station dedicated to P!nk which was heavily promoted across the Today Network
We achieved significant editorial support backed
up with premium ad placement in key
magazines and online
Social media, IM and email sites helped us optimise reach of our
target audience
Melbourne, Federation Square Live Radio event
included use of Optus’ landmark billboard
MPG worked closely with Regional Media Works to develop an Optus dedicated two hour music show, P!nk TV, which aired on Friday 12th June from 8.30pm to 10.30pm.
It aired in the following regional areas:Northern and Southern NSW
Queensland
Victoria
South Australia
This special was wrapped in Optus branding and included:Music clips from P!nk
Exclusive P!nk interview footage
Material from her husband Carey Hart
Promotion element giving away tickets to her Funhouse concert
Heavy Optus association was delivered throughout the weeks leading up to the show and within P!nk TV itself:
Extensive 15sec pre-promotes, program associations, pull-throughs and 30sec commercials.
P!nk TV was promoted heavily on Regional channels, as well as on 40 hit regional radio stations around the country!
Australian ‘Media First’ : We even made our own TV show
Excellent awareness results were achieved!
Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment
versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)
Prepaid mobile activations saw a significant boost over the period of the campaign (+ acquisition) and a corresponding dip in churn (+ retention)
Gross acquisitions began trending up over the campaign period
Significant added value was delivered over and above the client’s financial investmentNet media spend: $3,902,061Net media value: $6,496,538
See appendix for graphs.
Accountability & Value
Appendix: Accountability and Value
Source: Optus Sales data, Aug 09
• Huge dip in churn following key ATL media period
• Corresponding Nett activations increase
• Actual gross acquisitions trending up
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Actual GA AOP Churn Net NA AOP
ATL hard launch & major activitySoft launch
Accountability & Value
Prepaid Mobile Account Activations
15
Essendon Bombers
Junior Soccer Australia
Junior Tennis
Kids Help Line
Lifeline Australia
NRL
P!nk Funhouse Tour
Port Adelaide Power
Reach Out
Rihanna Tour
So You Think You Can Dance
Socceroos
Starlight Children’s Foundation
Sydney Swans
Talk To Your Kids
V8 Car Racing Series
V Festival
World Wildlife Fund (WWF)
Base: All respondents n=899
Accountability & Value
Telecommunications Sponsorship Association (April – July 2009)
• Excellent results!
•Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)
Total Added Value
MPG negotiated $2,340,087 worth of Added Value against main media schedule bookings!
This represents 90% of the main media plan spend!
This was achieved through rate negotiations and no charge bonus placement.
Overall, $3,902,261 was spent on Funhouse media activity.
From this, MPG was able to negotiate a huge $2,594,277 worth of Added Value!
Appendix: Target Audience Analysis
0
25
50
75
100
Press Mags TV Radio Internet Cinema Outdoor
All People Pre-Paid 18-24
Media Consumption
Target Audience Attitudes & Lifestyle
Media Specifics
Source: Roy Morgan June 2008
%
Mostly single males & females.Live predominantly on the Eastern Seaboard with their parents or in a share house.Studying and working part-time, earning less than $29k.
Heavy
Light
Medium
None
Pre-Paid 18-24 Target Snapshot
Live for the now - want to try everythingImage conscious, success driven – both personal & professionalMedia savvyMobile & Internet = Social Lifeline
High propensity in online. Medium to high propensity in magazines, cinema & outdoor.Listen to a few hours of radio each day.
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Press Mags TV Radio Internet Cinema Outdoor
All People Pre-Paid 25-34
Media Consumption
Target Audience Attitudes & Lifestyle
Media Specifics
Source: Roy Morgan June 2008
%
Living on the Eastern Seaboard in a shared house or with partner and kids if they have any.
Working full time or looking after the home.
Heavy
Light
Medium
None
Pre-Paid 25-34 Target Snapshot
High propensity in online. Medium to high propensity in magazines, & outdoor.Listen to a few hours of radio each day.
Work / life balance is important.
Mobile & internet are tools for daily life.
Enjoys shopping but more budget conscious these days.
Engage with media.
Pre-Paid Mobile Phone AttitudesBy Age Segment
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Correspondence Analysis - Correspondence Analysis -
Dim 1
14-17
18-24
25-34
35-49
50-64
65 and Over
I need a mobile phone to help me juggle my w ork and personal life
I love being able to contact my friends w herever I am
I need a mobile phone for my personal security
I need to be contactable at all times for w ork
My job often takes me outside of mobile phone netw ork range
I need a mobile phone w hen I travel overseas
I need a mobile phone to help me co-ordinate my social life
I like having the ability to screen my calls
I need a mobile phone to access the Internet
I need a mobile phone to help me w in new business
I can't live w ithout a mobile phone
I need a mobile phone to give me more control over my life
I w ant members of my family to carry a mobile phone for security reasons
If I didn't have to carry a mobile phone for w ork, I w ouldn't have one at all
I make international calls on my mobile phone
I retrieve voicemail messages on my mobile phone
I enjoy people contacting me on my mobile phone
I view a mobile phone as a tool to help me manage my time better
I am w orried about the health risks of mobile phones
I w ould seriously consider buying a 3G phone
I now use my mobile phone more than my home phone
I w ould consider replacing my home phone connection w ith my mobile phone service
14-17 = Phone is social life
18-24 = mobile phone =
independence
35-49: Life management tool
25-34 = Necessity due to social and
work pressures
50+: Safety & security focused
Source: Roy Morgan: June, 2008
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All People Pre-Paid 18-24 Pre-Paid 25-34
Media Consumption
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Light
Medium
None
• High propensity in magazines, internet & outdoor. • Medium consumers of TV & cinema.
• Listen to a few hours of radio each day.
Source: Roy Morgan June 2008
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Downloading video clips Playing or downloadingmusic/MP3s
Downloading ringtones Listening to the radio Entertainment/what's oninformation
Bluetooth
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14-17 18-24 25-34 35-49 50-64 65 and Over 14-17 index 18-24 index 25-34 index 35-49 index 50-64 index 65 and Over index
Source: Roy Morgan: June, 2008
14-24 Year Olds download music on their phone
14-24 Year Olds get their music from the internet
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5.00%
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14-17 18-24 25-34 35-49 50-64 65 and Over 14-17 Index 18-24 Index 25-34 Index 35-49 Index 50-64 Index 65 and Over Index
Source: Roy Morgan: June, 2008
Appendix: Use of DSS
Havas Media Spectrum Task Profile
Knowledge42%
Attitude35%
Behaviour24%
Recommended Media Mix$2,300,000 (later increased to $3.9M)
Appendix: Industry Buzz