Adding Spice to a Mobile Device

Case Study

To capture the hearts and minds of the mainstream mobile market with the launch of Windows Phone’s new operating system.

The Action
The Outcome

At the time of the launch there was one dude who had the world in a spin…….when we were looking for an influencer to get everyone talking, add an air of mystery and a serious dose of sex appeal we couldn’t go past Isaiah Mustafa – the Old Spice Guy. And we’re glad we didn’t.

From Telstra partner and staff events to more than 100 media engagements it took him no time to become the face of Windows Phone, constantly bringing the device into play whether he was being interviewed on Sunrise or speed dating female media at Bondi Icebergs.

Mr Old Spice sure got the female population to notice his Windows Phone, but he also captivated millions of Aussies with his charm and cheeky humour. His whirlwind tour included studio interviews with Channel 7, Channel 9, Nova and Austereo – and that was just the beginning. By the end of it, we had delivered earned media in excess of $2 million for a $40,000 investment.