ADMA Awards Silver Winner, DM Effectiveness, 2004
ADMA Awards Silver Winner, DM Creative, 2004

It's a Virtual Life' was ninemsn's largest and most integrated brand campaign. The promotion was led by web, and extended into print and television. I worked on the concept and copy for this campaign while employed as Deputy Creative Director for Euro RSCG.

The game was played over four weeks and utilised a variety of media to provide clues that helped players to succeed. Over the four-week course of the campaign, over 125,000 people played the game, with the average duration spent online being over seven minutes. This added up to over three years in total spent online playing Virtual Life.

As a result of the campaign, Messenger downloads increased from 75 to over 2500 per day, and 70,000 over the course of the campaign. Virtual Life attracted over 300,000 unique visitors to the site and signed up over 40,000 new members.

Read more about the campaign at SMH.