The challenge
VOXI Mobile, a mobile network designed for 16-34-year-olds, aimed to increase brand awareness and encourage switching by reinforcing its positioning as the ultimate mobile provider for entertainment and social connectivity. 鈥�
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The challenge was to integrate VOXI Mobile into the daily lives of young consumers in a way that felt natural, exciting, and culturally relevant.
Insight
Young audiences engage most with brands that seamlessly integrate into their entertainment spaces. 鈥�
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VOXI Mobile needed to connect with its audience through culturally relevant moments, utilizing popular influencers, music, and social-driven activations.
The idea
The聽VOXI Mobile x 蘑菇视频 2024聽campaign was designed to connect with a digitally-savvy, youth audience by leveraging 蘑菇视频 Media鈥檚 vast network of radio, digital, and social platforms. 鈥�
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Centred around the theme of limitless connectivity and self-expression, the campaign would use engaging content, influencer collaborations, and exclusive experiences to highlight VOXI Mobile鈥檚 unique selling point – unlimited social media data. 鈥�
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By integrating seamlessly into the lifestyles of Gen Z and young millennials, the campaign aimed to position VOXI Mobile as more than just a mobile network, but a brand that empowers creativity and connection. 鈥�
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Through interactive activations, on-air promotions, and social-first storytelling, the campaign aimed to drive awareness and engagement, reinforcing 鈥�
VOXI Mobile鈥檚 status as the go-to network for young, always-online consumers.
The execution
The campaign was brought to life through a mix of experiential activations, digital engagement, and radio promotions:鈥�
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On-Air & Digital Promotions鈥�
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Sponsorship of聽Afternoons with Tatum, embedding VOXI Mobile in the daily listening habits of the target audience.鈥�
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A聽KISS Ibiza competition, where groups of friends won their way to an exclusive sponsored event at O Beach, Ibiza.鈥�
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A聽social-first strategy, leveraging KISS DJs, influencers and live event coverage to generate organic engagement.鈥�
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Experiential Events鈥�
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VOXI Mobile Presents KISS Ibiza (May & August 2024)聽鈥� A takeover of Ibiza鈥檚 O Beach, featuring top DJs, live broadcasts, VIP experiences, social content and competitions.鈥�
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VOXI Mobile presents KISS Haunted House Party (October 2024)聽鈥� VOXI Mobile was the headline sponsor of the UK鈥檚 biggest Halloween party, giving fans exclusive access through competitions, influencer-led social content, and in-show branded moments.
The results
73% would recommend VOXI Mobile for 鈥�16-34鈥檚
54% brand consideration
49% prompted brand awareness
2.4M views from sponsored KISS social content
71% recall rate among 鈥�16-34鈥檚, well above 49% benchmark
68% took action due to the campaign (benchmark 52%)
20% of 16-34鈥檚 considered switching to VOXI Mobile
45% Increase in ROI YoY