Campaign Media Awards 2006: Best IT and Consumer Durables Campaign

Title: Vodafone Live Music
Media agency: OMD UK
Media director: Michael Aneto
Account director/media planner: Natasha Williams
Client: Vodafone
Brand/product: Live Music
Marketing director: Dominic Chambers
Media/brand manager: Daragh Persse

Vodafone wanted to get a stronghold in the student market and had created a compelling offer with unlimited free texts. The idea was the "Joy of Text", using press, online and ambient media on campuses. The culmination was sending two campaigners around the country to set up Joy of Text Societies and campaign for free textual expression.The campaign reached thousands of students, with research showing Vodafone being seen as "fun, cool, trendy and relevant" among students, and 48 per cent more likely to choose the carrier as a result.