Vodafone needed a campaign to promote their strong student mobile phone offer of unlimited free SMS. We soon realised this audience is not only savvy in terms of ignoring boring ads, but also extremely sensitive to ads in the wrong tone of voice (i.e. 'dad at the disco' syndrome).The team devised an idea big enough that satisfied two briefs. It reached students in new and unexpected places, but was also original enough to cut through the deluge of dross from the banks and insurance companies.This idea was 'The Joy of Text'.

The strength of the campaign relied on the bespoke creative across the breadth of the media.First we talked to students in press and online (www.joyoftext.co.uk microsite) as they prepared for university life. We then hit them at university with 6 sheets, washroom and canteen panels, door hangers, pint glasses, beer mats and a 20pg book.Crucially, we took two campaigners around the country in a VW van to set up 'Joy of Text Societies' at the universities. They then campaigned with students for free textual expression with Vodafone by organising swinging 70's club nights and 'free text' protests.