POLAND – What can $650 get you? A new iPhone 6s is one. An ad budget as small as that can also get you 65,000 Facebook users talking about your brand in 12 hours using only Messenger, according to Creative whiz kids at Lubię to, a boutique agency under Isobar.
Virgin Mobile on the Polish market is a challenger. As a prepaid operator, it doesn’t offer phones. They saw an opportunity with the launch of the new iPhone which was, as usual, one of the biggest tech events of the year. Expected to be available in Poland weeks after it was in stores in other countries, Lubię to seized the opportunity to activate people crazy about technology and to bond them with Virgin Mobile brand.
The plan was simple. The agency secured iPhone 6s units from the US to Poland hours after it hit the stores in America, giving it away as a prize for a contest via the Dubsmash app. It then teased people on Facebook with some obvious clues and invited users to contact Virgin Mobile via messenger.
The results? In only 12 hours, Virgin received more than 65,000 messages on Messenger – a submission every 25 seconds. More than 3000 users engaged with the brand in just 12 hours. And despite having a much smaller budget, Lubie to, claims to help Virgin have 2 times more engagement than any other telecommunications brand.
“With this simple and audacious idea, Virgin Mobile orchestrated a high jacking of the most important tech event of the year and gave the new iPhone away to one of the customers before it was available with other telecomm operators,” Lubię to adds.
Lubię to – linked by Isobar is a creative boutique forming relationships between brands and people – relationships inspired by nature of social media. Three times awarded by the magazine Media & Marketing Poland Agency of the Year in 2012, 2013 and 2015.
