young lions 2016...young lions 2016 supported by virgin mobile “you can eat it now, or you can eat...
TRANSCRIPT
YOUNG LIONS 2016
SUPPORTED BY
VIRGIN MOBILE
YOUNG LIONS 2016
SUPPORTED BY
VIRGIN MOBILE
“YOU CAN EAT IT NOW,
OR YOU CAN EAT IT WITH MILK FOR
BREAKFAST”
ROSH’S DAD
INSIGHT: IT’S LESSONS LIKE THIS THAT TEACH US TO HATE WASTE
AWARENESS
UNDERSTANDING
FOOD DONATIONS
WHEN YOU’RE GREAT AT SOMETHING,
PEOPLE DON’T THINK YOU NEED HELP
CHALLENGE:
WHERE DOES THE CONSUMER FIT?
WE NEED A 3 WAY VALUE EXCHANGE
EVOLVING THE #MEALFORAMEAL
STRATEGY
MADE MOBILE BETTER BY ALLOWING
THIS BEHAVIOUR TO HELP PEOPLE
TAPPED INTO EXISTING MOBILE
BEHAVIOUR:
INSTAGRAMING FOOD
MADE MOBILE BETTER BY ALLOWING
THIS BEHAVIOUR TO HELP PEOPLE
TAPPED INTO EXISTING MOBILE
BEHAVIOUR:
INSTAGRAMING FOOD
MADE MOBILE BETTER BY ALLOWING
THIS BEHAVIOUR TO HELP PEOPLE
TAPPED INTO EXISTING MOBILE
BEHAVIOUR:
NOT WANTING TO WASTE DATA
POSITIONING:
SAVING EXTRA DATA FOR YOUR
MOMENTS OF NEED
POSITIONING:
DONATING EXCESS DATA TO FEED
SOMEONE IN NEED
IDEA:
TURNING DATA YOU DON’T NEED
INTO MEALS SOMEONE DOES
IMPLEMENTATION:
OWNED
DONATION MECHANIC:
100MB 1 MEAL
REACH:
~700,000 CONTRACT CUSTOMERS
EXPECTED RESULTS
480,000 MEALS
OzHarvest
THANKS AND PLEASE SHARE:
OzHarvest
MY UNUSED DATA HELPED
OZHARVEST PROVIDE
14 MEALS TO PEOPLE IN NEED
SHARING:
ENCOURAGING FRIENDS AND FAMILY
TO DONATE
S H A R E
BYTE FOR A BITE MESSAGING ADDED INTO ALL ROLLOVER
PROMOTION
IMPLEMENTATION:
PAID
ACTIVELY HELP CUSTOMERS CONSERVE DATA SO THEY CAN DONATE MORE.
SPONSORSHIPS
PARTNERSHIP
WHY
IT WORKS
INHERENTLY
VIRGIN MOBILE
RAISES
AWARENESS AND
DONATIONS
ACTIVELY DO GOOD
BY REDUCING
WASTE
DATA YOU DON’T USE TONIGHT CAN BE
SOMEONE’S BREAKFAST TOMORROW
APPENDIX:
THE MATHS
CONTRACT CUSTOMERS 700,000
REQUIRED TAKE UP RATE 13.7%
CUSTOMER TAKE UPS 96,000
AVERAGE EXCESS DATA 500 MB
MEALS FROM EXCESS DATA (100 MB = 1 MEAL) 5
EXPECTED MEALS DONATED 480,000
APPENDIX:
THE MATHS