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