VOXI: making sound waves with youths across the UK
VOXI and MTV
VOXI: making sound waves with youths across the UK
Vodafone were looking for a youth driven, brand safe platform to launch its new youth focused sub brand, VOXI. The brand needed to increase its market awareness, exposure and build credibility among its target audience. VOXI hit the high notes through broadcast sponsorship, event activation, social and digital content distribution, resulting in a massive 56% increase in purchase intent and brand referrals exceeding 70%.
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m
People reached through broadcast sponsorship
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%
of viewers agreed that the sponsorship made them want to buy VOXI
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%
of viewers would recommend VOXI to their family and friends
Challenge
Vodafone wanted to establish their new, youth focused sub-brand, VOXI, as relatable and applicable to a younger generation (18-24), to help drive sales and brand awareness. VOXI needed a youth renowned platform that could reach their target audience in a fun and innovative way.
Insight
MTV is one of the world’s most iconic brands for being cutting edge and in-tune with youth culture. With impressions growing +12% yoy in 2017 among viewers 16-34, and 72% of viewers stating that MTV was an innovative and original channel, Sky Media created an opportunity for VOXI to partner with MTV to ‘get connected’ with youth culture.
Idea
Sky Media proposed a multi-platform partnership with MTV that would establish VOXI as a new youth brand among its target audience. To build awareness and brand recognition the partnership included broadcast and digital sponsorship across MTV’s four main youth driven channels; MTV, MTV Music, MTV Dance and MTV Hits.
Activating the brand beyond linear, VOXI would become the named headline partner of MTV’s Music Week, a celebratory week leading up to the biggest awards in the music industry, the MTV European Music Awards (EMAs). As the EMAs were returning to London for the first time in 20 years, VOXI could take advantage of the social hype and grow the brand among their target audience. Over and above music events, the partnership would include youth driven activations from a branded pop up in East-London, to a series of community workshops, intertwining VOXI into the youth community across the capital.
Activation
To kick off the partnership, VOXI established itself as Channel Sponsor of MTV’s top youth driven channels; MTV, MTV Music, MTV Dance and MTV Hits. VOXI received over 4 hours of sponsorship indents per day in prime programming such as Geordie Shore, Single AF and Siesta Key, all hitting its key youth demographic.
Shortly following, VOXI became a headline sponsor of MTV’s inaugural Music Week. Celebrating the return of the EMA’s to London after 20 years, the week was made up of live music events and youth community workshops across the capital, all branded in partnership with VOXI. The House of MTV (HOMTV), was a pop-up venue in East London hosting youth focused experiences, including skill building workshops, innovative TED-style talks and live concerts every night. Workshops included; DJ Masterclass with Jonas Blue, R3wire and Varski and talk from one of VOXI’s own brand ambassadors, Sharmadean Reid, founder of WAH Nails. Sharmadean was joined by two other VOXI brand ambassadors, Hip Hop artist Kojey Radical and social influencer, DJ and Radio host Snoochie Shy, as they participated in events and talks throughout the week. The integration of the VOXI brand ambassadors, allowed the brand to be woven into the event experience beyond headline branding, reaching their target audience in a unique and intimate setting. All HOMTV content streamed via Facebook live and shared on the MTV’s digital platforms for youths around the world to engage and enjoy. The brand was also integrated into 1500 goodie bags, MTV team apparel, and mobile charging stations throughout the venue. VOXI could not be missed.
Building additional hype to the EMA’s event, MTV in partnership with VOXI, hosted a number of gigs across the capital. The chart topping gigs were fronted by world-class acts and hosted in iconic venues, such as U2 and David Guetta live in Trafalgar Square, MTV Raps with Charlie Sloth at XOYO and The Bassjackers at the Ministry of Sound. The exclusive events allowed VOXI to not only associate their brand with their target audience in a relevant environment, but also associate with top music talent.
Tying the partnership together, and to further engage the core youth audience, a co-branded website was created and promoted on MTV’s digital channels. The website hosted competitions to win tickets to both the HOMTV and MTV’s Music Week concerts in London, and included links to VOXI’s website, driving traffic and closing the sales link. The competitions were promoted across the Viacom broadcast Network on MTV, MTV music channels and reaching a mass Freeview audience on Channel 5, to drive maximum visits and engagement with the VOXI brand.
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