We utilised demographic (high/relevant visibility travel patterns) and psychographic (socially influential/connected) profiling to recruit an optimum ‘Vodafone branded’ community of ambassadors utilising highly subsided co-branded business vehicle as the point of engagement.Launch:National (Sydney, Melbourne, Adelaide, Perth, Brisbane, and Gold Coast) October 2008.Ambassadors educated on Vodafone SME offer, signed up to the latest Vodafone products, fitted with latest iPhone/Blackberry – therefore fully equipped to share knowledge of latest Vodafone products/services.Provided with their very own brand new co-branded business vehicle.Integrated delivery of message across three channels:Outdoor – Branded vehicles follow lifestyle patterns of SME ambassadors 24/7 – immersing message into the lifestyle landscape of their surrounding SME communities.

Ambient – Targeted presence activities conducted to maximise visibility of vehicles around key SME lifestyle areas.Social Media – Education, WOM and referral programs implemented to drive peer to peer endorsement.

Each specialised car is fitted with a tracking device that utilises GPS technology; reporting capability allowing measurability, accountability and validation of message concentration around key, high density SME lifestyle areas.Six month ambassador peer referral program implemented Feb 09 and awaiting results at time of entry.Client nominates the concept as future “Ownable brand marketing property”; in competitive and clustered media landscape.Awaiting client brand tracking results at time of entry very strong anecdotal feedback from client that unique medium is cutting through.