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SUB CATEGORY :
BEST USE OF SOCIAL MEDIA & EARNED MEDIA
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COMPANY ENTERING :
J. WALTER THOMPSON SYDNEY,
SYDNEY
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TITLE :
DREAMLAB
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BRAND :
VODAFONE AUSTRALIA
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ADVERTISER :
VODAFONE FOUNDATION
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AGENCY :
J. WALTER THOMPSON SYDNEY,
SYDNEY
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CHIEF CREATIVE OFFICER :
MATT EASTWOOD
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EXECUTIVE CREATIVE DIRECTOR :
SIMON LANGLEY
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CREATIVE DIRECTOR :
WILL EDWARDS/CHRIS BADGER
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COPYWRITER :
GILES CLAYTON
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ART DIRECTOR :
SIMON HAYES
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GROUP ACCOUNT DIRECTOR :
ANA LYNCH
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ACCOUNT MANAGER :
REBEKA O'GRADY
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STRATEGIC PLANNING MANAGER :
CARLY YANCO
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AGENCY PRODUCER :
AMANDA SLATYER
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FILM PRODUCTION COMPANY :
THE POOL COLLECTIVE, SYDNEY
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DIRECTOR :
SIMON HARSENT
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EXECUTIVE PRODUCER :
CAMERON GRAY
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FILM PRODUCER :
IAN FORD
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POST-PRODUCTION COMPANY :
THE POOL COLLECTIVE, SYDNEY
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POST PRODUCER :
PENNY O'BRIEN
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THE BRIEF :
IN 2015 THE VODAFONE FOUNDATION DEVELOPED AN INNOVATIVE MOBILE APP – DREAMLAB - WHICH USES YOUR PHONE’S PROCESSING POWER TO CRUNCH CANCER RESEARCH DATA WHILE THE HANDSET IS IDLE (OR WHILE YOU SLEEP). WHILE THE APP HAS BEEN AVAILABLE ON ANDROID DEVICES FOR A FEW YEARS, THIS YEAR THE APP LAUNCHED IN THE APPLE STORE. VODAFONE ASKED US TO DEVELOP A SUPPORTING CAMPAIGN TO DRIVE 1 MILLION DOWNLOADS. WITH THIS VOLUME OF SMARTPHONES CONTRIBUTING ACROSS THE COUNTRY, VODAFONE WOULD BE ABLE TO SIGNIFICANTLY SPEED UP RESEARCH INTO SOME OF CANCER’S TOUGHEST PROBLEMS AT THE GARVAN INSTITUTE OF MEDICAL RESEARCH.
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THE STRATEGY :
1. SOCIAL ‘BRAGGING RIGHTS’ – THE CAMPAIGN NEEDED TO INCORPORATE A MECHANIC THAT ALLOWED MILLENNIALS TO SHARE THEIR PARTICIPATION WITHIN THEIR SOCIAL NETWORKS. 2. LOW INVOLVEMENT – WE NEEDED TO POSITION THE APP AS AN EASY WAY TO GIVE BACK TO SOCIETY, REQUIRING LITTLE TIME AND RESOURCES AND NO DONATIONS. IT’S A CAUSE THAT’S MADE FOR THEM. 3. RELEVANCE – WITH PLENTY OF CANCER ORGANISATIONS TO SUPPORT, WE NEEDED TO CREATE RELEVANCE FOR OUR AUDIENCES BEYOND THEIR PERSONAL EXPERIENCES WITH CANCER. WHAT WOULD MAKE CONTRIBUTING TO THIS CAUSE WORTHWHILE TO THEM?
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THE EXECUTION/THE EXECUTION & CRAFT :
TO SUPPORT THE IDEA, J. WALTER THOMPSON, IN PARTNERSHIP WITH WPP AGENCIES MEC AND HILL & KNOWLTON, LAUNCHED AN ONLINE STUNT ENCOURAGING PEOPLE TO DOWNLOAD THE APP AND SWITCH THEIR LINKEDIN JOB TITLES TO ‘CANCER RESEARCHER AT DREAMLAB’ TO REFLECT THEIR PARTICIPATION. THE STATUS UPDATE GAVE PEOPLE THE ‘BRAGGING RIGHTS’ THEY DESIRED AND IT WAS A GREAT WAY TO SPREAD WORD OF THE CAMPAIGN. THIS KICKED OFF THE CAMPAIGN AND CREATED A WAVE OF AWARENESS ACROSS SOCIAL NETWORKS, WHICH WAS PICKED UP BY MAINSTREAM NEWS SUCH AS THE PROJECT AND THE TODAY SHOW.
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THE RESULT :
REACHED THROUGH LINKEDIN ALONE 875,000+ APP DOWNLOADS TO DATE 110,000+ CANCER RESEARCH PROBLEMS SOLVED SINCE LAUNCH 4 MILLION+ TOTAL REACH 15.4 MILLION
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