Brand: Vodafone
Campaign: #30YearsVodafone
Year: 2015
Agencies: Wasserman, AQKA and Mativision
Partners: Sony Music, Spotify and CapitalXtra (Global Radio)
Channels: Digital and Social
The Goal:
To create an unforgettable experience for consumers anywhere in the UK and Italy that could showcase Vodafone’s fast and reliable 4G network - as a celebration of Vodafone’s 30th Anniversary.
The Campaign:
To celebrate the 30th anniversary of the first mobile phone call in the UK and Italy, Vodafone hosted a gig headlined by hip-hop group RUN-DMC and the rising star Raleigh Ritchie, at music venue Scala. Anyone in the UK and Italy could view this gig live in 360º as the show was live-streamed over Vodafone’s 4G network on smartphones through an app, called ‘Power To’ and also on Vodafone UK YouTube channel and Vodafone Italy’s Facebook Page.
My Role
My responsibilities were rather broad:
- Managing the partnership with Sony Music for the artists involvement before, during and after the event,
- working with the event agency to create an amazing experience
- Driving the creation of all assets to promote attendance of the event and app downloads/gig views
- managing he the app developers on the build of the interactive app that would work perfectly on the evening to demonstrate Vodafone’s 4G network.
The Result
The venue was at capacity and over 16,000 users downloaded and viewed the concert via the dedicated Vodafone app.
The concert was live streamed with multiple 360º cameras over Vodafone’s 4G network for the first time ever. The live streamed 360º cameras were interactive and could be selected and controlled by users during the whole show.