Recharge & Always Win | 2009 IAB Awards Winner

Posted by IAB Australia On July 09, 2009 Research & Resources


2009 IAB Awards | Brand Loyalty & Retention Winner

Recharge & Always Win
Agency: Captiv8
Client: Optus

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.

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.


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.