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Top 6: October 20th 2021
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Belong: Book of Limbo
Top 6: October 20th 2021
Getting a new phone is exciting. Until you have to transfer all your data over from your old one. Suddenly, you’re lost in phone limbo. A place devoid of memes, factoids and the wonders of the internet.
To help, Australian telco Belong created the Book of Limbo, the world’s first offline online wormhole, designed to keep you entertained while your phone sets up. Launched days after the new iPhone 13 announcement, the book channelled the wonder of the internet into over 100 pages of original artwork about whale poop, reverse centaurs, the queen’s hat collection, even the entirety of Alice’s Adventures in Wonderland. The back page included a free SIM card with $80 credit, allowing readers to re-enter the real internet just as their new phone finished setting up. People couldn’t get enough of it. The book sold out in 24 hours, earning over 11.4 million impressions in one week. In doing so, we hijacked the coverage normally reserved for a new phone announcement, while getting Belong SIM cards into people’s new devices.
Media strategy: Howatson+Company |
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