Carphone Warehouse wanted a unique and engaging way to target 16 to 30 year olds so that they could maintain their spot as most considered mobile retailer against a backdrop of greater competitive spend.

As part of a sponsorship deal with popular singing talent TV show ‘The X Factor’ we created Britain’s first ever interactive audition website.

Our sponsorship idents encouraged viewers to dial a freephone number and sing a selection of songs into their mobile phones for a chance to become the stars of the X Factor sponsorship idents. They could then go online and see our brand character, Mowbli, animated to their very own vocals. They could interact with the website by acting as judges and voting on other performances. Each week the most popular public performances from the ‘People’s Chart’ became TV idents – everyone had a chance for fame!

After just a few weeks we had over 3000 auditions to choose from and over 114,000 votes had been cast on the website. To keep them fresh and maintain interest, each week a new selection of the best and the worst auditions were chosen to star in the idents within the X Factor show on ITV and ITV2 and were seen by millions of viewers.