2009 IAB Awards | Brand Loyalty & Retention Winner
Recharge & Always Win
Agency: Captiv8
Client: Optus
Campaign
With the objective of reaching the youth market and overcoming the audience’s often short attention spans and instant gratification mentality, Captiv8 developed the Optus Recharge and Always Win campaign. An interactive, vibrant, easy to use microsite was created and the audience was captured with an integrated campaign of radio and print advertising including Optus pay TV and other retailer catalogues, MMS and SMS broadcast to the customer base, Optus newsletters, banner ads on multiple target audience websites, in-store POS, in-store digital assets and PR/Events.
Results
Through the full campaign period, a staggering 1.4 million unique users logged on to the microsite, redeeming a massive total of 8,442,669 prizes. The judges were impressed with the depth of the campaign and its results which clearly demonstrated brand loyalty.
