HEAT'S UNDER THE DUVET WITH VOXI

Still a relatively new brand, VOXI’s main objectives were to drive awareness amongst 16-24s and ensure this hard-to-reach audience understand that VOXI is the mobile network that gives you endless social media and video.

Love Island is a key moment in the calendar for VOXI’s audience, so the challenge was to join this conversation in a meaningful way.

The objectives were to drive awareness, brand affinity and conversions. 

Bauer and VOXI's previous campaign had revealed that 69% of the target audience are locked into monthly contracts and claimed they actively distract themselves during ads, and 65% only consider two brands when switching. Serious grafting was needed to drive brand consideration.(Source: Milward Brown).

Love Island is the most talked about topic amongst their core 16-24 audience.

Partnering VOXI with Bauer’s iconic celebrity magazine heat, an established brand within the cultural commentary space, was the perfect solution.

Social media becomes a jungle of user-generated content; from creating memes to superfans broadcasting conspiracies. However, this content is all over the web, not in one place.

This is where Bauer spotted a content gap that was perfect for the partnership. Whilst other brands sponsored or created content, we decided to produce a spin-off show dedicated to all the fan content and social media chatter.

This was right up VOXI’s alley, as endless social Media was central to VOXI’s product offering ­- heat’s Under the Duvet with VOXI was born!