Cheers For All The Years

Posted by IAB Australia On July 16, 2013 Research & Resources

June – July 2013 second runner up: Cheers For All The Years
Client: Virgin Mobile Australia
Creative Agency: Havas Worldwide SYD
Industry: Telecoms

Campaign Information
Havas Worldwide Sydney’s mission was to position Virgin Mobile Australia apart from its competitors and focus on rewarding loyal customers.

The creative, personalised solution was to create a direct campaign celebrating each loyal customers ‘Virgin Mobile birthday’ with an email on their sign-up anniversary containing a music video celebration.

Loyal customers received an email on their sign-up date wishing them a happy Virgin Mobile birthday. The birthday message incorporated a one-take music video with 6 dynamic personalisation using a dynamic tracking technique, developed especially for this campaign that transformed each video into an ode to the customer.

This campaign achieved 90% email open rates for Virgin Mobile Australia.

Judge’s Comment
Driving people to video content created specifically for an eDM is becoming more common. This is a great example, delivering a nicely executed video thanking existing customers for their loyalty. What I like the most is the surprise SMS delivered to the customer, in sync with the video.



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.