Despite all the hype in the market very few people actually use data on their mobile. As one of the leading brands in innovation, Vodafone's challenges the market and creates brand experiences in order to stimulate mobile data trial and conversations about its mobile data network.

The innovative solution was to create a brand utility for people's houses that would convert regular GRPs into 'living room GRPs'. So, in 2014, in partnership with Mobexpert, the country's leading furniture retailer, Vodafone created the first utility for a telecom brand that combines mobile internet and interior design. the Digital Library Wallpaper.

The Digital Library Wallpaper was an interactive wallpaper that people could customize on-line, by drag and dropping books into its shelves and choosing decoration colors and then order it at home as a real object. Once it got home, the wallpaper was installed like any other regular wallpaper.

We first launched the website where people could customize it and order the wallpaper. Then we documented how designers and people started using it. We created a short tutorial and sent it together with the press release to home and deco press, architecture magazines, dailies and bloggers.

We were invited to participate in the only home and deco TV show in Romania (“Casa, Gradina si Constructii” – “Home, Garden and Constructions”) together with one of our partner architects to decorate one room having the wallpaper as a central piece. Also the most popular morning show invited us to make a live demo.

In order to be relevant for our main target (students), we made a special project and offered to decorate dorm rooms (normally very small and crowded).

After just a few weeks of media buzz, TV stations joined in and broadcasted news about our initiative.

The Digital Wallpaper instantly got the attention of local interior designers who started using it in their projects. It became a popular product amongst students who used it to save space in their small rooms. Next, more than 300 school were redecorated with the digital wallpaper and customized content for students.

Most importantly, it opened up a new market for the publishing houses. It’s a new and promising way for them to sell their digital books.