Unfortunately (or fortunately) there were no ‘traditional’ media targeting commuters experientially whilst on the bus, train platform or in shopping malls. Therefore we created unique, unexpected ways of engaging during these occasions.Two “Mobile Concept Stores” engaged YAFS whilst commuting. A global first, these ‘mobile concept stores’ were refurbished, interior designed buses.Vodafone-Live!-with-3G lounges were also produced to target YAF’s in the shopping mall, inviting them to take a seat and trial handsets and services.

50,000 brand product interactions (anecdotal research indicated that each YAF exposed to the experience told 3 friends, a viral strategy producing brand advocates).36,000 product demonstrations were given (a massive 75% response rate versus interactions).A total of 8M gross brand impressions were generated via the 3 month program.