Game of Phones

Client: Virgin Mobile Australia

Greatest Hits Digital Social


Game of Phones was an innovative mobile campaign that had handset use at its epicenter to generate brand awareness and build consideration pre Christmas, through reinforcement of the Virgin Mobile ‘Customer Benefits’ platform.

A ‘gamification’ app, designed to amplify the ‘rewards worth fighting for’ positioning that integrated key product information into engaging, absorbing game–play over 3 weeks. 

Australia’s first ever national mobile gamification concept and Virgin Mobile’s most successful device-led campaign in the telco’s twelve year history; delivering both a 5% increase in brand awareness and an 8% increase in visitors to the brand’s stores nationwide.