VOXI by Vodafone is the UK’s first dedicated youth mobile offering. Created for —and in collaboration with —Brits aged under 25, the SIM-only network enables them to use their phones how they please. To celebrate the arrival of this new product, Vodafone wanted to create the most famous sector launch in years, and subsequently appointed Freeman to lead the creative and delivery of the event, alongside agencies Mischief PR, Ogilvy, MEC Wavemaker, FUSE and Latimer.
Keeping in mind the look, feel and purpose of the VOXI brand, we conducted extensive research into the under 25 target audience. The team uncovered information around the celebrities and performers they engage with, the social channels they use, and how they choose to spend their spare time. It was these insights that framed the event concept we created.
A Launch Centered Around Music, Tech and Good Times
We designed a secret launch event in east London that embodied the brand’s positioning of endless possibilities enabled by endless social data. Central to this was a live version of the logo –a window through which this messaging was brought to life, performances from renowned musicians Dua Lipa and Liam Payne (which were also live-streamed via Twitter), and a VIP guest list. The event concluded with an after party and DJ sets in the adjoining Boiler House.
The launch successfully created a cool, fun and importantly -relevant image for the VOXI brand. It attracted more than 500 guests (the venue’s capacity) from hit reality shows, and secured 150+ pieces of editorial coverage. The event reached 10M+ 16 to 25s across social media –double the target that Vodafone had set, and the live stream saw over 1M views on Twitter. The client was incredibly pleased with the overall experience, stating: “The reaction across our business and externally has been extremely positive.”