The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Interactive Advertising / Environmental / Experiential - Campaign
URL
Click to launch
Annual ID
10213N
About the Work
To launch Vodafone 360, the new mobile interface that brings all your contacts and social media in to one place, we challenged people to see how many mates they could physically get in one place. Whoever got the most mates in one place won ?36,000.
The campaign fused ambient, mobile and digital in a way never done before. 1450 steam cleaned circles were sprayed throughout the UK, (the biggest steam clean campaign ever), and huge red mats were placed in targeted locations. To get the rules, entrants sent an SMS to the text number on the circles, and then sent back a photo of their attempt as an MSM. Entries could then be accessed by their mobile number at allyourmatesinoneplace.com.
Forty million people were exposed to the campaign and over seven thousand took part. And, true to the spirit of the idea, we were privy to a multitude of fantastic costumes and poses. The winning entry? An impressive 135 people...and a donkey.
The campaign fused ambient, mobile and digital in a way never done before. 1450 steam cleaned circles were sprayed throughout the UK, (the biggest steam clean campaign ever), and huge red mats were placed in targeted locations. To get the rules, entrants sent an SMS to the text number on the circles, and then sent back a photo of their attempt as an MSM. Entries could then be accessed by their mobile number at allyourmatesinoneplace.com.
Forty million people were exposed to the campaign and over seven thousand took part. And, true to the spirit of the idea, we were privy to a multitude of fantastic costumes and poses. The winning entry? An impressive 135 people...and a donkey.
2010 Awards
Total Points: 5
Merit
Credits
Co-Agency
Ignite
Art Director
Stuart Woodall
Creative Director
Brian Cooper
Designer
Ron Siemerink
Shaun Ramsey
Information Architect
Rachael Farrar
Writer
Sean Vrabel
Agency Producer
Paul Saville
Jo Hughes
Content Strategist
Jonathan Cheek
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