Capital's Summertime Ball at Wembley Stadium enjoys a prominent position on teenage Brits' summer festival calendar. Organised by Global, the annual pop music event attracts 80,000 consumers each year. While Vodafone has been the headline sponsor of the event for the past four years, it wanted to do something a little different the fifth time around.
Vodafone wanted to move away from static sponsorship to truly connect with the event’s target audience of tech-savvy, music-loving 13- to 19-year-olds.
The telecommunications brand sought an agency that could transform its new Vodafone Future Breakers platform into an engaging live experience, one that would prompt attendees to think "I’ve never seen anything like this from Vodafone before," enable them to feel famous and special and encourage them to share and brag about the event.
As the appointed lead creative agency, we worked with Vodafone and various partner agencies to deliver a highly integrated campaign that included brand experience at its core. The result was the Vodafone Future Breakers Live event concept, which acted as ‘the party before the party’ to ramp up attendees for their day ahead at the Summertime Ball. Consumers could explore four unique experience areas on the day.
The Vodafone Future Breakers Live stage hosted live performances from six Future Breakers. Meanwhile, the Superstar Village gave consumers the celebrity treatment with makeovers and on-stage photo booth experiences. Designed for Vodafone customers and up to five guests each, the Vodafone Secret Garden offered a premium-feeling VIP area with games, free food and drinks, and high-value goody bags.
Finally, oversized-emojis were placed in trees throughout Wembley Stadium’s Market Square, creating a visually engaging Emoji Orchard for consumers to snap selfies in front of and share on social media to win upgrade tickets for the main event.
New event concept, engaged audience
The Vodafone Future Breakers Live concept proved popular with attendees, who were keen to explore the different activities available to them across each of the different zones.
It was visible to 50,000+ people on the day of Capital’s Summertime Ball, and more than 3,000 interactions with brand ambassadors were recorded as they handed out goody bags and other Vodafone-branded merchandise. More than 400 people made their way to the Superstar Village to enjoy a celebrity-inspired makeover, and 525 made a beeline for the photo booths to get "papped."
A total of 96 percent of attendees recalled that Vodafone was a sponsor of Capital’s Summertime Ball unprompted, with a majority more likely to consider Vodafone as a result of its event sponsorship. The brand experience attracted interest from marketing and events press alike, including a video on renowned global marketing website, The Drum.