Client: VOXI by Vodafone
Creative Team: Rob Lloyd (Art Director) & Kate Craggs (Copywriter)
Creative Director: Tom Harman
Design: Nick Raven | Matt Walton | James Atkins
VOXI wanted to drive advocacy by giving customers offers and relevant content, that matched their passion points.
Our idea ‘VOXI Drop’ - is a loyalty programme that plays into the scarcity behaviour of sneaker culture, where each month we drop an exclusive offer and related pieces of content. Building anticipation surrounding the next drop and giving little away about the contents until the drop day. Using the VOXI box as a visual device for the drop inside.
On VOXI social channels we drive hype through fleeting teasers about the next drop, directing customers to check out their inbox the following day to find out their next exclusive VOXI drop.
The Giant Easter VOXI Drop
To drive awareness of the easter VOXI drop we came up with VOXI Drop presents Big Bunny House: a reality TV show on Instagram starring bunnies. With new episodes each day this Easter Weekend at 3pm, expect romance, rivalry and lots of floppy eared cuteness.
Take part in the interactive poll on Instagram stories, to decide what drops on the following day into the Big Bunny house.
The Big Bunny House Set
And like in reality shows we considered the design and layout of the bunny house to maximise capturing peak bunny action.
From the hideaway in the ‘DM Diary room’ to the dining area complete with trough and chocolate hay bar to the outdoor area for the bunnies to enjoy lazing around by the pool or nibbling away at the veg patch. With the drop zone at the heart of the space.
Launch episode - New housemate drop
Launch day - Social teaser
Selfie booth drop - Teaser
Selfie booth drop - Episode
Like with any good reality TV star, we created an Instagram profile for Giselle.
Tagging her in the VOXI Instagram post, led customers through to Giselle’s profile that featured photos taken from the Selfie Booth with captions written as if by her.
Disco drop - Teaser
Disco drop - Episode
Sports day drop - Teaser
Sports day drop - Episode
Egg Hunt Drop - Teaser
Egg Hunt Drop - Episode
FESTIVAL TICKET DROP
Our idea for May, was The VOXI Ticket Drop. Over 5 days free tickets to VOXI customers for FIELD DAY and FUSION FESTIVAL would be dropped randomly on social. We launched the campaign through email, directing customers to follow VOXI on Instagram and keeping a close eye on the channel as we will be dropping a limited number of tickets to each festival each day. When the post went live, customers had to be quick off the mark to swipe up, before they got snapped up.
Social Teaser
LIVE Ticket Drop
Notification post
HOUSE OF ENDLESS SOCIAL HORRORS
As part of the October Halloween drop we created an interactive experience on Instagram Stories. The House of Endless Social Horrors dares you to tap your way through a series of Social Horrors: from the scary sight of a Dead Battery, to the dread of being Ghosted, and even the stomach-churning horror of accidentally liking an ex’s photo!
Designed to feel reminiscent of a haunted ghost-train ride, users have to keep their wits about them and their eyes peeled for a ‘VOXI Drop’ box hidden within the game. Once they’ve completed the ride, users can swipe up to enter a draw to win a real-life Zombie experience.
Awards
Silver - DMA Awards: Utilities and Telecommunications
