The Brief:

Launch Vodafone’s new VIP reward scheme to communicate that customers can win tickets to festivals, fashion shows and F1 experiences.

The Activity:

Paratus set up and managed a celebrity photo-shoot involving Jenson Button (F1), Lily Cole (fashion) and Florence Welch (festivals) using photographer John Wright.  We then sold in the photo and behind-the-scenes video of the photo-shoot to all relevant national, regional and online media.

We also leveraged social media extensively, ranging from the amplification of launch messaging via talent channels to blogger outreach in the music, F1 and fashion sectors.

The Results:

Excellent branded placement in high-profile media from Vogue to Music Week, The Daily Star to The Daily Telegraph.  High levels of sign-ups were achieved over the first week.

Media slideshow: