BUILDING PLATFORMS
Vodafone X
A youth identity with real momentum.
Vodafone Ghana wanted to attract young people. We built a proposition as vibrant, rebellious and unpredictable as its audience, using digital channels to start a movement before introducing the product.
The challenge
Give Vodafone a distinct place in youth culture.
The idea
Build the audience around an attitude. #LetsNotPretend triggered conversations on Twitter, trended immediately and was picked up in Egypt.
The work
Strategy, ideation, communication, execution and production—bringing the same attitude into the proposition, campaign and creative.
The impact
Vodafone X beat consecutive sales and recruitment targets, reaching 400,000 sign-ups at last count. Vodafone recognised it internally as its best Ghana campaign for 2014.
