FH25 - Vodafone

The challenge

Vodafone has carried out a large-scale network modernization that has resulted in faster and more modern mobile services available to millions of people. However, the task was not technological, but communication:how to make an “invisible” development spectacular, how to show the quality of the network as an experience and how to get people to clearly associate it with Vodafone.

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The solution - an experience-driven, integrated campaign.

Our joint response with Vodafone was a bold multi-day city event: the Start Something New Weekend, which literally took the message to the streets. The campaign was based on a three-week integrated communication arc:

🔹 launched by an attention-grabbing media hack (the “popping up” of a Formula 1 car in the city),

🔹 this was followed by ongoing, proactive press work and building media partnerships, followed by a large-scale multi-day downtown event, culminating in a live Formula 1 show.

Communication was present on all channels: ATL and digital campaigns, social media activities and games, microsite and mobile apps, live streams and exclusive media content. The event not only showed the technology, but also made it livable - people not only heard about it, but became part of it.

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The result - masses, media attention, strong brand bonding.

The campaign became a true urban event: it attracted hundreds of thousands of visitors to the venue, at its peak an audience of hundreds of thousands followed the events live, and generated millions of hits through television and online streams.The communication resulted in hundreds of press appearances while also bringing outstanding activity on social media. However, the most important result was that the event was clearly linked to Vodafone: the majority of the audience recognized that the brand was celebrating a significant technological milestone.For us, this project shows that communication becomes truly memorable when a brand not only tells what it has developed - but also shows it, in such a way that it is The whole city can experience it. It really was an event we all remember and to this day we are proud of it!