New mobile network Slice tasked 72PointPLAY with reaching 18-30 year olds in London and landing mainstream news coverage in advance of their service launching.
As a network ‘owned by it’s users’, we knew it was important to show how Slice understands its customers, and give them something to remember the Slice name.
First, we surveyed our target audience and found more than half don’t believe they’ll ever own a home, even if they cut out every treat they currently give themselves. This gave us the basis of our news story.
We then recruited the iconic Yard Sale Pizza to offer free slices of their famous 18-inch pizzas, courtesy of Slice mobile. We took over Yard Sale’s bustling Hackney Road store, styled it with branding created by our in-house design team OATH, and drove footfall through lifestyle and what’s on media. All hungry customers had to do was come down, download the Slice app and get a free slice, and be entered into an exclusive draw to win a £30k home deposit.
The result? Over 300 attendees, with queues stretching around the block as East London locals flocked to grab a pizza the action!
We then developed a news story, using our research and featuring quotes from some of the customers on the day, and rolled this out to news outlets across the country,
We secured 94 pieces of coverage, 280 new app installs and our content drove some juicy engagements across social media, while Slice now has a crew of brand advocates.
94 pieces of coverage ✳︎