BITE Insight

Nutella-filled baths, a dabbing granny and extreme back hair. This is not a roundup of the latest Kardashian debacle but rather the launch film for Vodafone’s new youth-focused brand platform, VOXI, that puts youth generated content at its heart.

The two minute launch film, Endless Connections, features 348 alternative films and images, and marks the first time that a telecoms brand has built ‘youth for youth’ into all strategy, creative and activation.

Ogilvy and Mather worked alongside Vodafone to bring the brand to life, from its conception to release, designing a platform that celebrates the bizarrely amazing culture and creativity of the Internet. VOXI Creators will work alongside Curators to form a creative community. The Creators range from bakers to artists; from knitters to designers, while the Curators are well-known creative talents.

At the heart of the brand’s construction were Ogilvy and Mather’s interns, part of the Pipe programme, who ensured that their breadth of knowledge, real world experience and creative inspirations formed the backbone of the brand that was created.

VOXI is the first brand to be discoverable in social media ‘stories’ and the film is supported by original social content, enough of which has been made so that no slot will ever be repeated.