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.
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.
VOXI Mobile needed to connect with its audience through culturally relevant moments, utilizing popular influencers, music, and social-driven activations.
The idea
The VOXI Mobile x Bauer 2024 campaign was designed to connect with a digitally-savvy, youth audience by leveraging Bauer Media’s vast network of radio, digital, and social platforms.
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’s unique selling point – unlimited social media data.
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.
Through interactive activations, on-air promotions, and social-first storytelling, the campaign aimed to drive awareness and engagement, reinforcing
VOXI Mobile’s 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:
On-Air & Digital Promotions
Sponsorship of Afternoons with Tatum, embedding VOXI Mobile in the daily listening habits of the target audience.
A KISS Ibiza competition, where groups of friends won their way to an exclusive sponsored event at O Beach, Ibiza.
A social-first strategy, leveraging KISS DJs, influencers and live event coverage to generate organic engagement.
Experiential Events
VOXI Mobile Presents KISS Ibiza (May & August 2024) – A takeover of Ibiza’s O Beach, featuring top DJs, live broadcasts, VIP experiences, social content and competitions.
VOXI Mobile presents KISS Haunted House Party (October 2024) – VOXI Mobile was the headline sponsor of the UK’s 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 16-34’s
54% brand consideration
49% prompted brand awareness
2.4M views from sponsored KISS social content
71% recall rate among 16-34’s, well above 49% benchmark
68% took action due to the campaign (benchmark 52%)
20% of 16-34’s considered switching to VOXI Mobile
45% Increase in ROI YoY