I will admit that I found the first ad by itself not that convincing, but after further research into the campaign, it turns out that part of Virgin’s efforts in ‘making mobile better’ is that they will donate to a food rescue service (OzHarvest) every time someone posts a picture of their food on social media using the hashtag #mealforameal. Aside from benefiting a great case, the campaign attempts to tap into some of the rising consumer trends in mobile phone use, and attempts to leverage them into positive actions. So instead of just ‘sharing’ a picture of your meal with your followers on social media, through Virgin’s campaign, you can now share a meal with someone who is in actual need of it.
It will be interesting to see how this campaign performs over the next three months, and given its feel good nature, I’m inclined to hope it does well – not only for Virgin, but also for OzHarvest, which annually feeds around 2 million Australians relying on food relief. We’ll be sure to come back to this campaign as it rolls out, but in the meantime, let me go get my phone and share something that will actually matter!
Find out more about the 'Making Mobile Better' campaign.
Current student in the Master of Marketing program at the University of Sydney Business School