To do something massive to launch Vodafone's new youth sub brand Vodafone Mates. With a tiny budget, it needed to get youngsters talking about the new brand and its positioning around mateship.
We set out to find New Zealand's Best Best Mate. Someone willing to maroon themselves on a tiny barge, so their mates could win an all expenses paid trip to Fiji. The longer they stayed, the longer their mates did. And the more horrible challenges they completed, the better the deal for their mates on holiday.
We found Meg, the ultimate Good B. Who sat on a barge in Auckland harbour, amidst a weather bomb for 8 days, all for her mates. We teamed up with The Edge radio & TV station to bring the antics of Meg & her Fiji mates live to the nation all week long. Meg took over all of Vodafone's social channels, so Kiwis could interact with her directly. So while she was making the ultimate sacrifice for her mates, the nation became hers.
Promo / Activation, PR, webisode series