Vodafone were looking to bolster their 2003 live! Launch. Some people have now got camera phones, but aren’t sending photos. We had to find a way to encourage them to do so. Through innovation we could achieve the necessary cut-through and access influencers to spread the exposure of our message.

4.5 million exposed; 75,000 clicked & 1% of UK MMS enabled people entered. It also generated 200% ROI. Feedback showed it was 'imaginative,' 'entertaining,' and 'innovative.' Fourty-five percent agreed with 'brand they might consider in the future.' Competitors, green with envy phoned Yahoo! about it. Andy Warhol would have been proud.

From bespoke research, we knew Yahoo users were “highly active” mobile users with a propensity to have the latest gadgets, also indexing highly as 'social networkers.' They had audience scale as well as a clutter free homepage. Text messages were sent to the lucky winners informing them of the timeslot, when they would be famous and encouraging them to tell their friends, undoubtedly, a contributory factor in the uplift in Yahoo’s traffic during the campaign.

The fun and benefit of sending picture messages is at the heart of Vodafone’s overall communication strategy, however, the online medium was uniquely placed to bring this to life for the consumer and put them at the centre of the communication. Through pushing the boundaries of what the medium could do, creating a media first, the experience was made almost tangible. In this instance, the medium was not the message. It was the consumer.

Pre-disposition to purchase increases following demonstration. By demonstrating in a broadcast manner, how picture messaging could be fun, we could enhance consumer understanding and thereby increase propensity of usage. Inspired by Andy Warhol, we sought to bring demonstration and incentive together and create a social currency, offering users the opportunity to be Famous For 15 minutes.In today’s celebrity fixated world, notoriety is the ultimate prize. Users texted photos to a number for the chance to be on the Yahoo! homepage for 15 minutes. Nobody had ever been allowed to take ownership on consecutive days before. We took six!