Objectives
- Support grass roots Australian music activity
- Leverage Vodafone’ s ‘ Make The Most Of Now’ strategy
- Engage youth/student consumers on campuses nationally
- Highlight and promote Vodafone products and services
Activity
- Association sponsor of the National Campus Band Competition
- On campus event publicity branding to 50 university campuses across the country
- In venue event publicity branding to 100 on and off campus venues
- Introduction of ‘ Vodafone Peoples Choice Award’ , TXT vote for your favourite band. Winning band to perform at Vodafone LIVE @ The Chapel
- In venue branding at 25 key gigs across the country
- At event promotional activity to win Vodafone Nokia Handsets at 25 key gigs
Communication
- 100,000 campaign flyers and 20,000 campaign posters distributed to 80 participating campuses across the country
- Brand integration in print advertising campaign to 70 student, street and lifestyle publications
- At event branding and promotion at 25 key events
Results
- Over 1000 musicians and bands entering the competition nationally
- 18,500 SMS votes in the ‘ Vodafone Peoples Choice Award’
- 3.5 million media impressions
