When Vodafone and Ogilvy & Mather London began working on a whole new youth brand, it was just a blank slate. Together, the telecomms organisation and agency have created VOXI, a Vodafone sub-brand which turns the industry on its head. Breaking from tradition, the two entities push the boundaries of possibility to bring to life something provocative, exciting and bespoke to young adults. A brand which speaks to the culture and needs of the next connected generation. Offering unlimited data for social apps and the contract flexibility the youth crave.
For the first time ever, a telecomms brand has built “youth for youth” into all strategy, activations and creative. Forget conventional advertising: VOXI comes to life through GIFs, social videos, snapchats and influencers. Celebrating a new offering which allows for unlimited data on social apps. VOXI brings ‘Endless Possibilities’ to the next generation.
Eyebrows, horses, emojis, festivals, illustrations – and those are justs some of the 348 films and images featured in launch work. However, VOXI isn’t solely comprised of new branding and creative. It’s a whole platform for youth generated content.
Dan Lambrou, Head of VOXI, explains: “Why should young people make do with the same mobile plans as everyone else, when they use their phones differently and often can’t access the best deals? We’ve worked with hundreds of people aged 25 and under, and have really listened to them. They are a generation that’s tired of being stereotyped and talked at, rather than listened to. We created VOXI, a transparent new mobile network that gives young people a platform to connect to the things that matter to them, whatever they’re in to.”
Vodafone is the first telecomms brand ever to plan fully digital and social-first. VOXI will be the first brand to be discovered in social media ‘stories’. The first advertiser on Snapchat University Stories and to ever use clickable Twitter video. The first ever key program sponsor for MTV and MTV Music. The VOXI brand will also engage with university students, with fresher’s week surprise activations and a VOXI Members Club of student ambassadors. The brand will be present at 20 universities across the UK covering 25% of the student population.
To create an unprecedented brand, Ogilvy wanted to tap into the best young creative talent. The agency called upon The Pipe programme, allowing the best and brightest young talent to run the show. The final creative is an impactful combination of contemporary, candid images all framed within the VOXI logo, serving as a window to endless iterations of new content. The new brand identity was headed up by O&M London’s new Head of Design, Dani Matthews. Unlike those who have worked in adland exclusively, Dani’s background is in fashion. She has worked with clients such as Calvin Klein, H&M, Net-A-Porter and Finery.
Over 100 VOXI Creators, comprised of artists, filmmakers, bakers, knitters, illustrators and designers to name a few, will take the creative reigns under VOXI Curators – well-known creative talents from actors to entrepreneurs. A community which celebrates endless creativity and endless possibilities. partnered with four inspirational figures who will share their stories, work and learnings via a series of masterclasses and workshops. These experts include Anthony Joshua, MBE World Heavyweight Champion; Sharmadean Reid, MBE, Entrepreneur and founder of WAH nails, Kojey Radical, Musician, spoken word poet and artist; and Snoochie Shy, DJ, Presenter and Model.
VOXI launched last night at a ticketed event at the Truman Brewery on Brick Lane in Shoreditch featuring performances from Dua Lipa and Liam Payne, which was both live and broadcasted on social channels. And that’s just the beginning…