We distributed the leading magazines with extra-special Vodafone packaging (Bags, “old” vinyl-like record sleeves…) and we created a true editorial partnership so we could be the “star-turn” in their content, such as the spectacular tribute to John Lennon in Rolling Stone, with its best magazine covers mixed with Vodafone’s exclusive artists. Then, these artistes were meshed in with our advertising, so that the photos in their articles were “merged” to look like a mobile-phone screen.

Interaction with the target audience provides a strong emotional tie and a strong “word of mouth” effect. Our exclusive artists monopolize the “Top Twenty” of Vodafone Live’s downloads. The frequency of musical downloads triples and brand recognition as a provider of musical content increases by 29%.