Together with TV-production house Talpa we developed the most interactive talent show ever: The Voice Of Holland (TVOH). We set out to create an emotional bond between the TV-viewer at home and the talents battling for eternal fame in the show. And we succeeded. The direct connection to exchange emotions between the both was provided via the mobile phone / mobile internet. Online auditions, V-Reporters content, Backstage content, in-program items like the special (Vodafone) Red Room, Tweets and Facebook updates on TV etc. etc. all stimulated the target audience to interact via the mobile internet. Via break bumpers, Cromos and TV-billboarding we claimed Vodafone’s ownership of the show and digital services. Via unique online content, content in social media and mobile content we created an extra push towards the mobile internet. Finally via presence at all offline events (inclusive large concerts) we underlined Vodafone’s key role.

-3% of TV-audience said they subscribed to a Vodafone mobile internet contract as a result of the show.

-Score on claim “Vodafone offers the best mobile internet experience” +17%.

-“Vodafone mobile internet is perfect for me” +20%.

-2.4 million unique visitors visited the TVOH-website.

-Hundreds of thousands of follower on Facebook, Twitter and Hyves (spread over several pages).

-Over and over again TVOH was worldwide Twitter-trending topic.

-25% of all Twitter-users in Holland posted a Tweet during TVOH finals.

-2 of 3 Top-3 operators lost market share, Vodafone grew 6.9% in 2010!