Optus
BRIEF:
1) Get young people to like and evangelize Optus, Australia's second-largest telco.
2) Build around our partnership with RockCorps, which gives kids concert tickets in exchange for volunteer work.
IDEA: When you volunteer, you're the star.
Just in case you're not an Aussie teen:
The Script, Guy Sebastian, and Tinie Tempah were popular acts and the stars of our concert.
Experiential/Outdoor
After each volunteering event, we added real volunteers to concert posters all around the city, as well as web banners and social media posts.
Influencers
We enlisted popular YouTubers to pick a few lucky fans, spend a day volunteering with them, and treat them as the stars of their show.
