M1 / 2025 / INTEGRATED CAMPAIGN
A birthday worth bundling up for.
A battered phone, a timely upgrade and a final nudge to join the anniversary sale.
The launch message, distilled into a quick invitation for iPhone shoppers.
Campaign creative from 2025.
THE IDEA
A birthday celebration with a bigger job to do: make people look at handset plans again. For M1’s 28th anniversary sale, bold $0 offers, hand-drawn party details and lively animation turned a bundle of benefits into a campaign with something to celebrate.
01 / The challenge
The campaign arrived in April, between major smartphone launch windows, while SIM-only plans were becoming the norm. M1 needed to make a phone-and-plan bundle worth considering again, then turn that renewed interest into sales.
02 / The creative idea
The $0 handset offer gave the work its unmistakable centre. Orange-and-white shapes, doodled gifts, balloons and birthday bunting kept the sale playful, while concise benefit messages made the value easy to follow. The visual language carried from animated TV spots to product carousels and compact display banners.
03 / Across the campaign
TV, radio and out-of-home rebuilt awareness. Refreshed Apple and Android creative, Samsung and CEE messages, and a final urgency push kept the offer relevant. Digital and retail captured interest, with CNA Lifestyle and YES 933 adding relatable touchpoints beyond the sales message.
THE DIGITAL CREATIVE
The visual language adapts across portrait carousels, rectangle ads and display banners. Explore the original frames below.
300 × 600 / SELECTED FRAMES
From the anniversary offer to value, handsets and a clear sign-up frame.
300 × 250 / SELECTED FRAMES
The same story adapted for a more compact placement.
970 × 90 / SELECTED FRAMES
Three frames carry the celebration, the offer and the reasons to act.
320 × 50 / SELECTED FRAMES
The offer and its benefits, one message at a time.
THE OUTCOME
Handset-with-contract sales exceeded the campaign target.
The campaign attracted new-to-M1 device-plan customers, ahead of target.
Existing SIM-only customers moved to device plans, exceeding the upgrade target.