3 MOBILE AND FREESTYLE MEDIA SEWED UP THE PERFECT ENSEMBLE

3 mobile required a site showcasing the new $29 Funcap, LG Viewty handset and sponsorship material for the FOX8 reality show 'Project Runway Australia'.

• Freestyle Media delivered an engaging and interactive online hub for emerging Australian fashion critics.
• The minisite and competition page provided an online solution where fan's of Project Runway and fashionista's could receive the latest 3 mobile product offers and access exclusive Project Runway content.
• Competition entries were tracked using a custom built eCRM for 3 mobile.

OBJECTIVES

1. Secure customer retention and expand customer base.
2. Offer exclusive full length 'Project Runway' episodes on 3 mobile and promote the new cap plans.
3. Create a sleek and stylish interactive website to align 3 mobile with emerging fashion trends.
4. Allow people to cast judgement on which Project Runway outfit is hot or not? Giving all viewers the ability to become a virtual fashionista!
5. Capture email addresses to promote and target potential 3 mobile customers.
6. Educate 3 mobile customers to view unlimited Project Runway content FREE on a 3 mobile plan.

THE BRIEF

• The Product
  3 mobile launched the new $29 Funcap and LG Viewty targeting females 20-40 interested in design and fashion.

  3 mobile offers innovative mobile products - television on your mobile. To reach their target audience of sophisticated mobile phone users and passionate entertainment fans. 3 mobile used Project Runway to promote 3 mobile and it's extensive mobile television channel line-up, including news, sports, music videos, and cartoons. This campaign was devised to generate an increase in mobile TV consumption. The campaign invited users to sign up for a Funcap plan and receive free Project Runway content. The minisite included an entry field for existing 3 mobile customers to enter their mobile number and receive an SMS straight to their handset with a link to view the latest Project Runway episodes.

• Minisite and Competition Page
  Design and build an online fashion hub that profiles the new Funcap and LG Viewty handset. Promote awareness of 3 mobile services to Project Runway fans and inform audiences about new 3 mobile promotions. Highlight the ability to watch Project Runway Australia exclusively on 3 mobile. Aim to make it easy for 3 mobile customers to keep up-to-date with the latest episodes and Project Runway drama at the touch of a button. User friendly online competition page to showcase an interactive photo gallery of all contestant designs.

THE RESULT
This campaign succeeded in aligning the 3 mobile brand with fashion conscious consumers. The campaign extended 3 mobile customer base and achieved impressive competition entries. The competition provided an engaging platform for people to interact with the 3 mobile brand and be entertained. A perfect creation that didn't miss a stitch!