Vidico collaborated with MobileMuster to craft a live-action campaign motivating Australians aged 45+ to recycle old phones. Featuring a relatable cowboy character and addressing concerns like data privacy and convenience, the campaign turned awareness into action. Optimized video edits for YouTube, Meta, and out-of-home placements demonstrated the power of strategic storytelling and compelling visuals in driving audience engagement.
MobileMuster needed a video campaign that would not only raise awareness but also motivate its key target audience (45+ men) to take action and recycle their unused phones. This required overcoming common barriers like concerns over data security and the perceived inconvenience of recycling. With Vidico’s expertise in creating clear, emotive messaging, MobileMuster aimed to convert this latent intent into action.
Vidico’s creative strategy combined live-action expertise with data-driven insights for maximum impact. A cowboy character was introduced to align with the “Muster” theme, breaking the fourth wall to build trust and engage viewers directly. The video tackled key recycling barriers, addressing data privacy concerns and simplifying the process to make recycling accessible. To maximize reach, Vidico produced multiple versions of varying lengths tailored for YouTube, Facebook, Instagram, Google, and out-of-home placements. The high-quality HD production, with focused pacing and engaging sound design, ensured viewer attention and boosted engagement across all platforms.
The collaboration between MobileMuster and Vidico demonstrated how a strategically crafted video campaign can achieve significant impact—even with budget constraints. Vidico’s approach leveraged its end-to-end video production capabilities to not only tell MobileMuster’s story but to turn it into an action-driving message that resonated with the audience.
The campaign produced outstanding results, driving over 45 million impressions and achieving a +9 point increase in YouTube brand recall—the highest in MobileMuster’s history. Vidico’s strategic video cuts garnered 6.6 million completed views, effectively engaging the target audience across platforms like Meta, YouTube, and Google. The campaign’s hyper-targeted approach led to a significant 7,000 additional website visitors, proving the success of data-driven targeting and tailored creative. By addressing key recycling barriers head-on, Vidico transformed dormant intent into real, measurable action.
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