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Optus Funhouse
1. 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
Involvement
Reach
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
2. 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
3. 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’!
5. 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
6. 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!
7. Australian ‘Media First’ :
We created a National digital
radio station dedicated to P!nk
which was heavily promoted
across the Today Network
11. 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
12. 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 investment
Net media spend: $3,902,061
Net media value: $6,496,538
See appendix for graphs.
Accountability & Value
14. 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
3/04/2009
10/04/2009
17/04/2009
24/04/2009
1/05/2009
8/05/2009
15/05/2009
22/05/2009
29/05/2009
5/06/2009
12/06/2009
19/06/2009
26/06/2009
3/07/2009
10/07/2009
17/07/2009
24/07/2009
31/07/2009
7/08/2009
Actual GA AOP Churn Net NA AOP
ATL hard launch & major activitySoft launch
Accountability & Value
Prepaid Mobile Account Activations
15. 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)
16. 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!
18. 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 everything
Image conscious,
success driven – both
personal & professional
Media savvy
Mobile & Internet =
Social Lifeline
High propensity in online.
Medium to high propensity in magazines, cinema &
outdoor.
Listen to a few hours of radio each day.
19. 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.
20. Pre-Paid Mobile Phone Attitudes
By Age Segment
0.00
0.20
-0.20
0.00 0.20 0.40-0.20-0.40
Dim2
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
21. 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
22. 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 downloading
music/MP3s
Downloading ringtones Listening to the radio Entertainment/what's on
information
Bluetooth
%
0
50
100
150
200
250
300
350
Index
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
23. 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%
40.00%
45.00%
50.00%
Played
gam
es
online
Downloaded
gam
es
Downloaded
m
usic
Stream
ed
radioStream
ed
m
usic
Downloaded
video
clips
Downloaded
podcasts
Downloaded
TV
program
s
Stream
ed
TV
Downloaded
a
feature
length
m
ovieStream
ed
video
D
ownloaded
pictures
(ed.W
allpaper,icons
etc.)
Downloaded
ringtonesG
am
bled
online
Adultentertainm
ent
%
0
50
100
150
200
250
300
350
400
Index
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
