Ultimate Island Escape

In this age of big data, people are increasingly wary of sharing their information. They will however overcome this caution if they feel like they’re going to get something valuable, exciting or brag-worthy in return. We needed to tap into this truth in order to continue to build ninemsn’s database following their split with Microsoft earlier in the year.

We created an idea with universal appeal, and some serious money-can’t-buy value. An idea that would invite people to imagine what they’d do if they could live like a billionaire for a week. The Ultimate Island Escape was born, a slightly wild idea to give four very lucky people the chance to be shipwrecked on Richard Branson’s personal island. The campaign ran across digital, social media and TV.


  • Achieved a conversion rate to the ninemsn database of 75%
  • 95% share rate from our Facebook posts