Optus - RockCorps

The Brief:

1) Get young people to like & evangelize Optus, Australia's second-largest telco.

2) Build around our partnership with RockCorps, which gives kids concert tickets in exchange for volunteer work.

The 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 the stars of our concert. 

 

Print:

On every RockCorps concert ad, the headliners were placed behind the volunteers. 

 

Experiential/Outdoor

After each event, we added real volunteers to concert posters all around the city, as well as web banners and social media posts.

And every participant received a wristband that automatically tweeted as they completed their work.

Social/Blogger Outreach:

We enlisted popular YouTubers to pick a few lucky fans, spend a day volunteering with them, and treat them as the stars of the show.

They also promoted the campaign on Twitter, Facebook, Tumblr et al. 

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Radio:

Results:

In just a few months, our RockCorps content got over a million views, likes, retweets, and other engagements.

With no extra paid media support, traffic to our site increased by over 7,000%. Volunteering registrations increased by over 600%.