Vodafone wanted to grow their customer base among 16 to 24-year-olds, but our research showed that the brand was way off our audience’s radar – 76% of young people said they couldn’t care less about Vodafone – so we knew that trying to make Vodafone relevant to them wasn’t an option. Instead we created a new brand with their creative input and we let them help us shape it. From our live launch event to the content that we put out across social media, we wanted them to be part of every step of the creative process, to bring to life a new brand that they see themselves in.

Our audience live in the moment, so we gave them an experience: launching our brand with an event in Shoreditch. It featured performances from top young artists Dua Lipa and Liam Payne, and appearances from role-models including Anthony Joshua and Sharmadean Reid – people our audience actually care about and relate to. The performances were live-streamed on social media and content was shared socially so that everyone could feel part of it. At the same time, we released a visually arresting launch film on social – the first brand to launch ‘stories-first’. A seemingly random stream of endless connections, the film celebrated the visual content our audience consume, encapsulating who we are as a brand. We then handed the reins to our audience: 100 young creators from across the UK. They showcased their diverse interests and experiences and that became our campaign, pushed live on VOXI’s social channels.