#mealforameal
Virgin Mobile Australia
Issue 33 | December 2014
Agency
Havas Worldwide Australia – One Green Bean
Creative Team
Chris Johnson, Kat Thomas, Paris Giannakis, Nicole Hetherington, Simon Fowler, Jay Morgan, Darren Cole, Nic Adamovich, David Sark, Pia Chaudhuri, Belinda Kruse
Production Team
Vyvyan Hammond, Ros Payne, Michael Montgomery
Other Credits
Account Service: Claire van Heyningan, Dan Smith, Jessica Cluff, Benjamin Fayol. Strategy: Matt Kendall, Craig Page
Date
July 2014
Background
Since the advent of mobile phones an array of trivial, weird and anti social behaviours have developed. Virgin Mobile Australia wanted to encourage people to use their phones in more polite and meaningful ways under their new brand position - Making mobile better. But you can't just tell people you're making something better, you have to show them.
Idea
The idea was to take a trivial mobile habit and set about making it into something better. Food photos – 90 uploaded every minute. Third most common image in newsfeeds. But Australians throw away 4m tonnes of food every year and 2m people go without food every day.
So how does a Telco change this situation into something better?
Introducing #mealforameal - The first service that turns food photos into actual meals for those in need. First they partnered with Oz Harvest to provide the meals. The hashtag was set up and shared via PR, advertising and social media. For every pic uploaded to Facebook, Twitter and Instagram with the hashtag one meal was provided for someone less fortunate.
Results
- 216,485 meals provided so far.
- Total social reach of 45.6 million on Facebook alone
- An average engagement rate of 3% on Facebook
- Average of 2,247 weekly brand interactions on Twitter
- 18% increase in Instagram followers with no spend
- A total of 20,979,181 social interactions across Facebook,Twitter and Instagram.