Key Takeaways

• VOXI, Vodafone’s youth brand, faced low understanding and connection with its core 16-24 audience, with persistent barriers to consideration.
• VOXI collaborated with heat to create “Under the Duvet with heat!”, a Love Island spin-off show.
• The show achieved a total of 4.1M views, brand consideration increased from 47% to 61% and a significant sales uplift was recorded.

One page summary

Client Quote

“The partnership co-created branded content that had the power to connect with the audience to great effect and deliver real engagement. The campaign borrowed heat’s credibility and authenticity with their readers to communicate VOXI’s proposition to the target audience. The results speak for themselves and drove real business value”.

Daniel Mogdridge, Media Manager, VOXI

The Challenge

VOXI, Vodafone’s youth brand, faced low understanding and connection with its core 16-24 audience. Despite offering relevant services like unlimited social media data and rolling monthly contracts, barriers to consideration persisted, with 69% of the audience tied to monthly contracts and 65% only considering two brands when switching. With unlimited data for social media and rolling monthly contracts VOXI offered a highly relevant service for this audience’s needs. The campaign aimed to increase VOXI’s consideration by 10% and boost sales growth by 8%.

The Plan/Execution

VOXI aimed to connect meaningfully with the youth audience by tapping into the cultural phenomenon of Love Island, which dominated social media conversations. Recognising the obsession of 16-24-year-olds with the show and the abundance of user-generated content dispersed across platforms, VOXI partnered with heat, known for its quality youth-oriented content. Together, they created “Under the Duvet with heat!” – a Love Island spin-off show hosted on heat online and YouTube. This 20-minute weekly series delved into the juiciest social commentary surrounding the Islanders, providing a unique platform to engage with fans in a centralised way, setting VOXI apart from other brand sponsors.

The 8-week campaign consisted of:

• 7 x 20 min episodes
• 21 x social cut downs for VOXI to use
• 16 x paid social posts
• 6 x print advertorials
• 72 x live reads
• Hosting 26 Islander guests on the show

Trailers were created and optimised for each social media platform and heat, championing what was most popular on each social media platform.

Episode 1 of the series, for further episodes click here

The Results

Results for this campaign exceeded estimated delivery figures and smashed all the standard benchmarks. Specifically:

• The spin off series totted up a total of 4.1M views across the 7 x 20-minute episodes, exceeding targets by 38%.
• Brand consideration increased from 47% to 61% for viewers in just two months
• After watching the content, there were over 2.4M clicks through to the VOXI website to find out more information and Google brand search increased by 9% – both key indicators of active consideration.
• Most significantly, VOXI managed to persuade significant numbers of people to ditch their mobile network to start a contract with VOXI (GFK sales tracker, data suppressed due to confidentiality).