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Ogilvy UK

Core disciplines: Advertising/Creative, Brand strategy, CRM/Customer engagement, Digital, Influencer marketing, Integrated marketing, Public relations (PR), Social

One of the Top 30 most viewed agencies for 2017

VOXI

Making VOXI matter. 

Results

We built the UK’s first ‘youth’ sub-brand from scratch. In just over 6 months we achieved 25% awareness among our target audience, leading the market for perceptions of a modern, fun, innovative and distinctive brand.

The Challenge

Mention Vodafone to an under 25 and the response will be: ‘It’s for my mum and dad’, ‘just not for me’. When Vodafone came to us with a brief to market to this exact demographic, we had to do things differently. Today’s youth audience are the most marketed-to generation ever. They reject brands that have never spoken to them.

Endless Connections

Listening to under 25s, we quickly realised that the task was not to make Vodafone relevant to them, but to make a new brand relevant to them. We introduced VOXI: an entirely new mobile phone brand created by young people, for young people, powered by the Vodafone network. The first of its kind in the UK.

The entire VOXI brand, products, customer experience and style of communication, were all created in partnership with our audience - 50 young creators whose talent span photography, film, animation, design, art and music.

 

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