Vodafone created a new youth brand, VOXI. Not just new branding and creative, VOXI is a whole platform for youth generated content. A community which celebrates endless creativity and endless possibilities. The youth brand is a celebration of the best content, the weird and eccentric moments created by YOU- rather than tapping into ‘Internet culture’, it celebrates it for all its quirks.
We created VOXI's first official launch film which has everything from human hotdogs and sushi-sculpted mermaids, flying cats and dabbing grannys, to a Nutella-filled bathtub and a horse sporting a gold set of grills. O&M London worked with Vodafone on VOXI from its conception, when the brand was just a blank slate, evolving it into a brand with weird and wonderful content celebrating today’s Internet culture and creativity.
VOXI’s launch is both a brand first and a telecomms industry first in multiple spheres. 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 engaged with university students during fresher’s week recently with surprise activations and a VOXI Members Club of student ambassadors. The brand was present at 20 universities across the UK covering 25% of the student population.
The 2 minute film will be complemented by creative content across Instagram, Snapchat, Twitter, YouTube and Facebook today; with no content ever being repeated. The launch event for VOXI the brand last month featured appearances from Anthony Joshua, Dua Lipa and Liam Payne.