Apeshit unlimited.

When approached by Rok Mobile, a challenger mobile network that offers unlimited music streaming (with their own music service), unlimited data, messaging and voice, they wanted something that would be different than other mobile campaign positioning on the market.

Mom's making lasagna again. Look over at your dad.
He's on the couch watching Seinfeld reruns.
That show's been off the air for years.
Is this the life you dreamed of in high school?
Fuck no. Where are your friends tonight?
Of course they are. But at least you're on your parent's cellphone plan.
What if you could push a button, and change all that?
For 30 days, we give you the tools to be a god.
Unlimited text, talk, data, and music. As much as you can burn in 30 days.
This isn't "oh, you could theoretically make 2,000 minutes of calls or send 20,000 emails, or listen to 5,000 songs, but please don't."
This is do.
Excerpted from the anthem
Public pushing

Outdoor boards and other media placements randomly highlight users in the areas as they challenge themselves to live. Others are encouraged to get them to maximize their time. Glory awaits.

We went gonzo. We reframed the prepaid plan into a 30 day unlimited challenge that transforms you into an Unlimited Better Version of You in a race against the clock. It's one part Crossfit and one part Ultraman. We said Rok gives you the tools to live your life in a completely 24/7 kind of way, because it wants you to.

It's a call to arms to snake people to stand up and take the strides they've always wished they did. We positioned Rok as the brand of the festival goers, the bar closers and the sunrise watchers.

Think about it, you can make every phone call you've ever wanted. Have every conversation you've ever hoped to. Play music on the beach at 4am because the guy you just met wants to dance to Nancy Sinatra. You can connect to that Hollywood executive you ran into at the 24 hour diner, and you can send your resume.

You can change your entire life. Own the night. Own the party. Own your own plan.

Starting service is a simple button push. This button starts a countdown clock. It's a challenge: how much unlimited can you use? How unlimited can you live? Once the clock stops, do you do it again or do you go back to your mundane life?

We also gave Rok a brand position for their music application. Leave Spotify and Apple to themselves. Make the use of app as much a statement as the service is. It's excess and experiential. It merges electronic art with music discovery.

We shocked them into rethinking how they thought of their own business. 'Can we do that? What happens if we encourage them to use as much data as possible"...

"What would happen if we made people race to use as much unlimited stuff as they could?" Crap I say