The Challenge

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.

The Insight

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.

The idea

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!

Execution

In 2020 we coupled up with VOXI for a hugely successful partnership with heat’s Under the Duvet, which seamlessly put VOXI at the heart of the cultural conversation surrounding Love Island.

Hosted on heat Online and available to watch on YouTube, the weekly 20-minute show exclusively explored fans commentary on the Islander’s shenanigans, creating up to date, relevant content online, social, in print and on air.

heat made ‘Under the Duvet with VOXI’ the go-to show for fans and positioned VOXI as a relevant brand for the target audience.

In 2021 we further developed the show, the format, the integration and the amplification plans, ensuring that we maintain credibility and relevance to this audience.

An eight-week campaign put VOXI at the centre of co-created, intergrated and engaging content.

Results

10M+

VIEWS +140% INCREASE VS 2020

+20%

INCREASE IN BRAND AWARENESS

69%

OF AUDIENCE UNDERSTAND VOXI’S OFFERING (+11% yoy)

36%

OF AUDIENCE SAID THAT VOXI IS FOR PEOPLE LIKE ME