Connecting students with VOXI
THE CHALLENGE
Raise mass awareness of VOXI - Vodafone's new mobile network just for young people (16-24 yr olds)
THE STUDENT INSIGHT
Their mobile phone is a student's lifeline. From tackling the latest dating app to staying on top of the group chat, it keeps them connected to society and without them they'd be lost
THE BIG IDEAS
So, across five key phases of the uni year, we created insightful and immersive branded content that placed mobile phones at the heart of the conversation. From a series of our famed group chat videos - a format originally made popular by The Tab - through to observational pieces about student life (dating, housing, music), with each connecting back to VOXI and it's benefits
Each of the five bursts featured three bespoke piece of branded content, produced in house by our creative team, alongside the promotion of VOXI's latest advert on our Facebook network
OUR GROUP CHAT SERIES 'YEAH, WHY NOT'
For our Group Chat series, 'Yeah, why not', we aligned our six returning characters with the big talkable shared moments across the student year (housing, studying, going out, holidays, dating etc). The format allowed us to seamlessly weave VOXI throughout, featuring branding and supporting promotional messaging on Facebook, and even the inclusion of the trademark Vodafone logo in the mobile network section on screen
“Since we have started working with The Tab, I can honestly say they have been one of the best partners to work with. Despite endless pressures and demands, they’ve delivered not only unique content, but market leading service
Most importantly for us, the work they produce delivers – uniqueness, creativity, relevance, positive sentiment and sales.”
THE RESULTS
In total we drove over 1.6M views of the content, and an additional 1.5M video views of VOXI's promoted content, ensuring we reached over 5.5M 16-24 yr olds across Facebook with each burst
In partnership with research agency Millward Brown, we produced in depth 3rd party research identifying shifts on soft brand metrics such as awareness, purchase intent and consideration - shifting awareness 20 points, purchase intent 13 points and brand favourability by 10 points