Challenge

2. Tactical sponsor/sales driven2. Tactical sponsor/sales driven

1. Exposure/awareness1. Exposure/awareness

4. Target Mkt needs4. Target Mkt needs5. Community inv5. Community inv

3. Integration/ brand needs3. Integration/ brand needs

Involv

em

en

tReach

We wanted to drive it here to maximise consumer involvement

• Our primary challenge was to take the existing event sponsorship agreement (“Optus Presents…”) and increase the association with P!nk across various channels, providing a greater depth of involvement with our target audience (and thereby increasing their disposition towards Optus Prepaid Mobile)

The P!nk/Optus sponsorship already delivered here

Consumer Insights

Source: Roy Morgan: June, 2008

• We identified the importance of the mobile phone for our youth target audience via media consumption and correlation analysis of key agreed statements (see appendix)

• The phone has more status than merely an inanimate tool. It’s essential to our target audience’s social lives, and also gives them control and independence

• We would have to give our target audience something of value for them to consider the Optus brand as their mobile phone provider

– Reward them with exclusive content and opportunities– The ultimate reward…a chance to meet P!nk

REWARDS & RECOGNITION FOSTERS

ACQUISITION & RETENTION

Innovative Strategy

MPG hoped to:

– Deliver mass awareness of the pre-paid product message and the brand association with P!nk’s Funhouse tour.

– Create strong integration in all P!nk media activity to strengthen Optus’ association with the star

– Deliver unique content and engage the target audience

Innovation in both traditional and non-traditional channels (Maximise opportunities for ‘media first’ executions!)

Provide genuine ‘added value’ to our target audience

Create experiences for our target market and invite them to get close to P!nk and be a part of the ‘Funhouse’!

Project FunhouseCreative Media Examples

Australian ‘Media First’ : We took over Australia’s foremost music TV channel and coloured it P!nk

The Channel [P!nk] takeover took place on June 6th for the entire day to coincide with P!nk’s first Sydney show on the tour.

The takeover consisted of:Total re-branding of Channel [V] on-air and online to Channel P!nk.Optus road-blocked sponsorship of Channel P!nk (no other advertising across on-air and online).Optus TVCs, billboards, promotional spots, online branded page, e-card and newsletter

On Friday 5th June, the Today Network dedicated an entire day to P!nk.

Optus were credited on-air right across the day to celebrate this P!nk Day.This was also reflected online, with a national, big impact buyout of the homepage across the Today Network websites

Australian ‘Media First’ : We also took over Australia’s highest rating radio network!

Australian ‘Media First’ : We created a National digital radio station dedicated to P!nk which was heavily promoted across the Today Network

We achieved significant editorial support backed

up with premium ad placement in key

magazines and online

Social media, IM and email sites helped us optimise reach of our

target audience

Melbourne, Federation Square Live Radio event

included use of Optus’ landmark billboard

MPG worked closely with Regional Media Works to develop an Optus dedicated two hour music show, P!nk TV, which aired on Friday 12th June from 8.30pm to 10.30pm.

It aired in the following regional areas:Northern and Southern NSW

Queensland

Victoria

South Australia

This special was wrapped in Optus branding and included:Music clips from P!nk

Exclusive P!nk interview footage

Material from her husband Carey Hart

Promotion element giving away tickets to her Funhouse concert

Heavy Optus association was delivered throughout the weeks leading up to the show and within P!nk TV itself:

Extensive 15sec pre-promotes, program associations, pull-throughs and 30sec commercials.

P!nk TV was promoted heavily on Regional channels, as well as on 40 hit regional radio stations around the country!

Australian ‘Media First’ : We even made our own TV show

Excellent awareness results were achieved!

Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment

versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)

Prepaid mobile activations saw a significant boost over the period of the campaign (+ acquisition) and a corresponding dip in churn (+ retention)

Gross acquisitions began trending up over the campaign period

Significant added value was delivered over and above the client’s financial investmentNet media spend: $3,902,061Net media value: $6,496,538

See appendix for graphs.

Accountability & Value

Appendix: Accountability and Value

Source: Optus Sales data, Aug 09

• Huge dip in churn following key ATL media period

• Corresponding Nett activations increase

• Actual gross acquisitions trending up

-30,000

-20,000

-10,000

0

10,000

20,000

30,000

40,000

50,000

60,000

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Actual GA AOP Churn Net NA AOP

ATL hard launch & major activitySoft launch

Accountability & Value

Prepaid Mobile Account Activations

15

Essendon Bombers

Junior Soccer Australia

Junior Tennis

Kids Help Line

Lifeline Australia

NRL

P!nk Funhouse Tour

Port Adelaide Power

Reach Out

Rihanna Tour

So You Think You Can Dance

Socceroos

Starlight Children’s Foundation

Sydney Swans

Talk To Your Kids

V8 Car Racing Series

V Festival

World Wildlife Fund (WWF)

Base: All respondents n=899

Accountability & Value

Telecommunications Sponsorship Association (April – July 2009)

• Excellent results!

•Funhouse Tour achieved 2nd highest sponsorship association across the Telco segment versus Telstra’s sponsorship of NRL (i.e. Rugby League, a 20+ year broadcast relationship)

Total Added Value

MPG negotiated $2,340,087 worth of Added Value against main media schedule bookings!

This represents 90% of the main media plan spend!

This was achieved through rate negotiations and no charge bonus placement.

Overall, $3,902,261 was spent on Funhouse media activity.

From this, MPG was able to negotiate a huge $2,594,277 worth of Added Value!

Appendix: Target Audience Analysis

0

25

50

75

100

Press Mags TV Radio Internet Cinema Outdoor

All People Pre-Paid 18-24

Media Consumption

Target Audience Attitudes & Lifestyle

Media Specifics

Source: Roy Morgan June 2008

%

Mostly single males & females.Live predominantly on the Eastern Seaboard with their parents or in a share house.Studying and working part-time, earning less than $29k.

Heavy

Light

Medium

None

Pre-Paid 18-24 Target Snapshot

Live for the now - want to try everythingImage conscious, success driven – both personal & professionalMedia savvyMobile & Internet = Social Lifeline

High propensity in online. Medium to high propensity in magazines, cinema & outdoor.Listen to a few hours of radio each day.

0

25

50

75

100

Press Mags TV Radio Internet Cinema Outdoor

All People Pre-Paid 25-34

Media Consumption

Target Audience Attitudes & Lifestyle

Media Specifics

Source: Roy Morgan June 2008

%

Living on the Eastern Seaboard in a shared house or with partner and kids if they have any.

Working full time or looking after the home.

Heavy

Light

Medium

None

Pre-Paid 25-34 Target Snapshot

High propensity in online. Medium to high propensity in magazines, & outdoor.Listen to a few hours of radio each day.

Work / life balance is important.

Mobile & internet are tools for daily life.

Enjoys shopping but more budget conscious these days.

Engage with media.

Pre-Paid Mobile Phone AttitudesBy Age Segment

0.00

0.20

-0.20

0.00 0.20 0.40-0.20-0.40

Dim

2

Correspondence Analysis - Correspondence Analysis -

Dim 1

14-17

18-24

25-34

35-49

50-64

65 and Over

I need a mobile phone to help me juggle my w ork and personal life

I love being able to contact my friends w herever I am

I need a mobile phone for my personal security

I need to be contactable at all times for w ork

My job often takes me outside of mobile phone netw ork range

I need a mobile phone w hen I travel overseas

I need a mobile phone to help me co-ordinate my social life

I like having the ability to screen my calls

I need a mobile phone to access the Internet

I need a mobile phone to help me w in new business

I can't live w ithout a mobile phone

I need a mobile phone to give me more control over my life

I w ant members of my family to carry a mobile phone for security reasons

If I didn't have to carry a mobile phone for w ork, I w ouldn't have one at all

I make international calls on my mobile phone

I retrieve voicemail messages on my mobile phone

I enjoy people contacting me on my mobile phone

I view a mobile phone as a tool to help me manage my time better

I am w orried about the health risks of mobile phones

I w ould seriously consider buying a 3G phone

I now use my mobile phone more than my home phone

I w ould consider replacing my home phone connection w ith my mobile phone service

14-17 = Phone is social life

18-24 = mobile phone =

independence

35-49: Life management tool

25-34 = Necessity due to social and

work pressures

50+: Safety & security focused

Source: Roy Morgan: June, 2008

0

25

50

75

100

Press Mags TV Radio Internet Cinema Outdoor

All People Pre-Paid 18-24 Pre-Paid 25-34

Media Consumption

Heavy

Light

Medium

None

• High propensity in magazines, internet & outdoor. • Medium consumers of TV & cinema.

• Listen to a few hours of radio each day.

Source: Roy Morgan June 2008

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

Downloading video clips Playing or downloadingmusic/MP3s

Downloading ringtones Listening to the radio Entertainment/what's oninformation

Bluetooth

%

0

50

100

150

200

250

300

350

Ind

ex

14-17 18-24 25-34 35-49 50-64 65 and Over 14-17 index 18-24 index 25-34 index 35-49 index 50-64 index 65 and Over index

Source: Roy Morgan: June, 2008

14-24 Year Olds download music on their phone

14-24 Year Olds get their music from the internet

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

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200

250

300

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14-17 18-24 25-34 35-49 50-64 65 and Over 14-17 Index 18-24 Index 25-34 Index 35-49 Index 50-64 Index 65 and Over Index

Source: Roy Morgan: June, 2008

Appendix: Use of DSS

Havas Media Spectrum Task Profile

Knowledge42%

Attitude35%

Behaviour24%

Recommended Media Mix$2,300,000 (later increased to $3.9M)

Appendix: Industry Buzz