Virgin Mobile Jason Donovan
Award: Wood Pencil
Wood Pencil / Direct / Integrated Direct Response / 2006
In order to reinforce Virgin Mobile’s popularity amongst young adults and highlight their call and text rates, Virgin Mobile leaked a contrived photo with Jason Donovan's mobile number clearly visible onto the internet. Mr Donovan, a high-profile Virgin Mobile customer was subsequently inundated with calls/texts from fans and foes. In response, Virgin Mobile set in motion a pseudo damage limitation campaign urging people to refrain from calling or texting 0403JASOND and to PLEASE ENJOY VIRGIN MOBILE'S LOW RATES RESPONSIBLY. Over the 4 weeks prior to any broadcast advertising a conservative estimate of 1 million people saw the leaked photo and phone number online. Media coverage of the story in press and radio is estimated to have generated over 2 million exposures. Viral activity generated over 11,000 calls/texts in three weeks. Once the campaign broke over 60,000 people visited www.responsiblemobileuse.com.au and 680,000 calls/texts were made to 0403JASOND. This represents approximately 30% of the 16-24 year old target.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.