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Vodafone VOXI Endless Possibilities

Vodafone decided to launch a youth-specific brand called VOXI, the first network to come with endless social data, exclusively for under 25s. Our challenge was launching VOXI to the most distracted and marketing-savvy audience ever, so we decided to let them take control and design the launch themselves. All content was kept to under 10 seconds long, and by the end of the campaign we had brought an entirely new audience to Vodafone: in fact 97% of all VOXI members.

AWARDS / DMAS / INFLUENCERS / SOCIAL / TEAM RED / TELECOMMS / UK / VODAFONE / YOUTH

THE CHALLENGE

Vodafone needed to increase consideration amongst the under-25s, who didn't automatically think of them when choosing a provider. In response, Vodafone decided to launch a youth-specific brand called VOXI, the first network to come with endless social data, exclusively for under 25s. Our challenge was launching VOXI to the most distracted and marketing-savvy audience ever, playing by the new rules of media, new rules which they have driven. This is an audience who check their phones 150+ times a day, giving split seconds of attention to various screens. They are the most likely to use an ad blocker (48%) and they distrust advertising (42%). We needed to rewrite the rule book on how to launch a brand for this era.

OUR SOLUTION

We didn’t fight the distraction, we became part of it. We made a decision to let our audience take control and design the launch. Firstly, We didn’t say anything to them, we let our audience do it for us. We worked with 100 young creators (artists, musicians and designers) to create all the content for our marketing (and own) channels, all illustrating what ‘Endless social data’ enabled them to do. Secondly, to keep things fresh, we created an enormous volume of content, with creators creating 5 new pieces of content every week, meaning we’d run 160 in total across the 8 month launch. Lastly, we kept all content under 10 seconds, specifically designed for how 16-24s consume media, a bold decision and unheard of for a brand launch.

DELIVERING RESULTS

By the end of the launch period we had achieved more than double the awareness target.

Across all Telco brands VOXI is now seen as the most modern (66% agree vs. EE at 50%), innovative (48% vs. EE 35%) and least ‘boring’.

Most importantly, we brought an entirely new audience into Vodafone with 97% of VOXI members being new to the network, and all thanks to less than 10 seconds of quality content.

%
VOXI MEMBERS NEW TO VODAFONE

RECOGNITION

This campaign has so far won trophies at The Campaign Media Awards, The DMA Awards and the London Design Awards.
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