Showing people is always more powerful than just telling them. The strategy was therefore to get Vodafone live! into both people's "Head Space and Hand Space". We recognised that the online medium can provide both high numbers for awareness (Head Space) as well as interactivity to deliver a brand experience (Hand Space).Our competitors had already launched we were last to market and required genuine impact and interactivity to retain our 'leading edge technology provider status', we therefore had to use media in an innovative way to reflect both the product, cut through against the competition and genuinely engage our audience in the product's capabilities.We created the first online ad to mobile phone MMS texting demonstration-using the actual image from the web page the consumer was on.By tapping into the content of people's interest and tailoring a message to it, it would be likely to amplify its overall impact and individual interest levels.To realise our vision, we not only had to work closely with the creative agency who would bring our idea to life visually (Tonic Design) and the technology partner to make it work the way in which we wanted it to (Tangozebra) but also the media owners who had to ensure photo rights and tagging were all possible before we could move forward from concept to reality.As part of the overall online campaign, the awareness levels achieved not only smashed Millward Brown norms but, of the key brand attributes measured amongst the audience exposed to the communication they all moved positively apart from "Vodafone provides only voice and text messaging". This was the only one for obvious reason that we actively wanted to go down-which it did!

Vodafone live! is a suite of services available exclusively to Vodafone customers via new mobile handsets. The launch however had been pre-empted by competitor introductions of picture messaging which were being powerfully supported. We were on the back foot and needed to spend cleverly to regain ground – the successful launch of this new service was vital to Vodafone's future.International creative work had already been developed and the media strategy and implementation was the only way in which local market dynamics could be addressed.Our 'Head Space' and 'Hand Space' strategy was based on a simple insight – tell people what the service offers then show them what the service can do.The second stage was essential to overcome consumer cynicism of telecommunications advertising claims. We had to use media to virtually 'put the phone into people's hands'.