Optus were leveraging a growth in music streaming to acquire new customers through a free-data-for-streaming program. We were inviting every 18-35 y/o music lover in Australia to the hemisphere’s biggest festival. It was meant to be.
The key wasn’t just making Optus the telecoms partner for the festival itself – but creating a role for the brand to get in the van on the road trips, surf missions, supply runs and side holidays that make the event what it is.
Through a content series reflecting reality, the official festival app. and countless playlists, Optus was there for our audience. The result was 29,000 app downloads, 1.5M campaign impressions and 16,000 promotion entries.