Optus Funhouse

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Optus Funhouse

  1. 1. 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 Involvement Reach 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
  2. 2. 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
  3. 3. 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’!
  4. 4. Project Funhouse Creative Media Examples
  5. 5. 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
  6. 6. 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!
  7. 7. Australian ‘Media First’ : We created a National digital radio station dedicated to P!nk which was heavily promoted across the Today Network
  8. 8. We achieved significant editorial support backed up with premium ad placement in key magazines and online
  9. 9. Social media, IM and email sites helped us optimise reach of our target audience
  10. 10. Melbourne, Federation Square Live Radio event included use of Optus’ landmark billboard
  11. 11. 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
  12. 12. 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 investment Net media spend: $3,902,061 Net media value: $6,496,538 See appendix for graphs. Accountability & Value
  13. 13. Appendix: Accountability and Value
  14. 14. Source: Optus Sales data, Aug 09 • Huge dip in churn following key ATL media period • Corresponding Nett activations increase • Actual gross acquisitions trending up -30,000 -20,000 -10,000 0 10,000 20,000 30,000 40,000 50,000 60,000 3/04/2009 10/04/2009 17/04/2009 24/04/2009 1/05/2009 8/05/2009 15/05/2009 22/05/2009 29/05/2009 5/06/2009 12/06/2009 19/06/2009 26/06/2009 3/07/2009 10/07/2009 17/07/2009 24/07/2009 31/07/2009 7/08/2009 Actual GA AOP Churn Net NA AOP ATL hard launch & major activitySoft launch Accountability & Value Prepaid Mobile Account Activations
  15. 15. 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)
  16. 16. 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!
  17. 17. Appendix: Target Audience Analysis
  18. 18. 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 everything Image conscious, success driven – both personal & professional Media savvy Mobile & Internet = Social Lifeline High propensity in online. Medium to high propensity in magazines, cinema & outdoor. Listen to a few hours of radio each day.
  19. 19. 0 25 50 75 100 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.
  20. 20. Pre-Paid Mobile Phone Attitudes By Age Segment 0.00 0.20 -0.20 0.00 0.20 0.40-0.20-0.40 Dim2 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
  21. 21. 0 25 50 75 100 Press Mags TV Radio Internet Cinema Outdoor All People Pre-Paid 18-24 Pre-Paid 25-34 Media Consumption Heavy 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
  22. 22. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% Downloading video clips Playing or downloading music/MP3s Downloading ringtones Listening to the radio Entertainment/what's on information Bluetooth % 0 50 100 150 200 250 300 350 Index 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
  23. 23. 14-24 Year Olds get their music from the internet 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% Played gam es online Downloaded gam es Downloaded m usic Stream ed radioStream ed m usic Downloaded video clips Downloaded podcasts Downloaded TV program s Stream ed TV Downloaded a feature length m ovieStream ed video D ownloaded pictures (ed.W allpaper,icons etc.) Downloaded ringtonesG am bled online Adultentertainm ent % 0 50 100 150 200 250 300 350 400 Index 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
  24. 24. Appendix: Use of DSS
  25. 25. Havas Media Spectrum Task Profile Knowledge 42% Attitude 35% Behaviour 24%
  26. 26. Recommended Media Mix $2,300,000 (later increased to $3.9M)
  27. 27. Appendix: Industry Buzz

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