BREAK IN TO THE SOCCEROOS TRAINING CAMP
On the run up to the 2010 FIFA World Cup, Optus were launching a TV campaign that featured a secret training camp where the Socceroos trained with wild animals.
We had to drive 100,000 subscriptions to Optus' free live World Cup streaming service on mobiles.
Break into the Secret Training Camp online and score official Socceroos Merchandise for real.
We also added a proactive outdoor idea to the brief.
The campaign generated 150% more than the target 100K subscriptions.
- The experience won an ADMA Bronze
An outdoor idea I managed to add to the brief - media buy was around Sydney ANZ Stadium.
If you have the World Cup on your smartphone, everyone will want to watch it too.