Reinvented

A CREATIVE OOH EXPERIENCE

Hero the icon.

The Challenge

Vodafone launched several eye-catching initiatives at its Reinvent virtual press conference, including a new market-beating mobile offering, an ambitious pledge to help close the digital divide, and new carbon reduction targets.

This included a commitment to provide free connectivity to one million people.

As part of this campaign, our challenge was to raise awareness of this by creating an iconic OOH installation which would be open to the public to engage with.

Location London

Duration 3 Weeks

Objective PR and Awareness

Illuminated Vodafone installation on London's South Bank. 7 life-sized illuminated Vodafone logos are aligned one behind the other, creating the impression of an infinite motif. The image is taken at night, highlighting the installation against the pitch-black sky. In the distance, London's skyline is visible, with buildings lit up and windows glowing. In front of the installation, a large mat on the ground displays the text '#BeUnlimited – New unlimited data plans from Vodafone.

The Execution

Taking inspiration from artistic sculptures and light installations and going through several rounds of design, prototyping, testing and programming, we developed a unique, interactive and eye-catching interpretation of the Vodafone logo.

Members of the public could walk through the sculpture, engaging with the iconic installation. At night, a varied light show was programmed to bring some attention-grabbing theatre to the piece.

Accompanied by a team of our trained brand ambassadors, passers-by had the opportunity to have their photos taken with the sculpture and learn about the headline promotions at the heart of the overarching campaign messaging.

So impressed were Vodafone by the impact of the sculpture, it was later repurposed and installed outside their head offices, extending the investment to live on for many years beyond the initial campaign period.

Two men and one woman standing in front of an illuminated Vodafone sculpture on London’s South Bank during the daytime, smiling as they look at a phone. The London city skyline and St. Paul’s Cathedral are visible in the background.

Front view of the illuminated Vodafone installation on London's South Bank. 7 life-sized illuminated Vodafone logos are aligned one behind the other, creating the impression of an infinite motif. The image is taken at night, highlighting the installation against the pitch-black sky. In the distance, London's skyline is visible, with buildings lit up and windows glowing. In front of the installation, a large mat on the ground displays the text '#BeUnlimited – New unlimited data plans from Vodafone.

The Outcome

The Vodafone Reinvented light sculpture installation received an overwhelmingly positive response from the public. The iconic piece drew in passing crowds where they interacted with our team of brand ambassadors with most stopping to take photos and videos with their family and friends.

Days

410

Ave Daily Interactions

630000

Passing Footfall

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