Stay Living

Posted by IAB Australia On December 10, 2013 IAB News

October – November 2013 first runner up: Stay Living
Client: Boost Mobile Creative Agency: The Monkeys
Industry: Telecoms

Campaign Information
Boost Mobile wanted to stand for something beyond price and plan in the pre-paid mobile category. So, The Monkeys created the unconventional Stay Living campaign, which moved beyond merely being a brand idea into a philosophy to life.

A series of provocative online zombie films, where four kids use their Boost mobiles to stay connected and stave off the brain-dead corporate zombies they don’t want to become to ‘STAY LIVING’, was created as a metaphor of Boost Mobile’s prepaid plans helping you stand against a world of zombies.

The campaign generated a 162 percent average weekly sales increase and the biggest everyday and week sales web traffic, with 5.3 million minutes of time spent watching the videos.

Judge’s Comment
Great work here from the Monkeys to connect with Boost’s teen audience through straight up cool branded content that entertains, rather than going down a path of disruptive ads or complicated apps.

IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.

Recommended