Ad-funded mobile brand

DESCRIPTION

36.6 was a service that allows people to top up their mobile credit just by listening to advertisements. They must connect to a specific number, listen to the ad, respond to a specific question verifying that they listened to the ad and then get their account credited with free minutes or texts.

In order to launch the service, 36.6 wanted to drive the free message home, so created media and services that game the target audience of 15-24s something for nothing. By following their habits, the brand identified key “need to phone” times and made sure the brand was there to offer an alternative to a cash-free mobile. So this meant that young people were targeted when they were travelling to and from work, while they shopped as they exercised and during the evening. 36.6 appeared on signs in parks, on the sails of boats, as reverse graffiti, in digital out of home and on TV screens in electrical retailers. The brand helped young people plan their big night out by appearing in the listings pages. The brand also provided a free 36.6 bus which acted as a sales channel with the crew selling SIM cards. The bus went along predefined routes in cities, carrying passengers between nightclubs. Finally the brand also took control of snack dispensers in Warsaw selling 36.6 start up packs alongside snacks and chocolate.

As a result of the campaign, sales were 90% ahead of target in the second month.

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