To launch Vodafone's brand new youth sub-brand VOXI to the UK's Young Adult Audience.
Bringing VOXI's 'Endless Possibilities' proposition to life, which is based on their endless social data offer, the first term's Pick Me Up Truck offered Freshers free coffees finished with emoji stencils served in cups with VOXI SIMs attached.
Switching from an offline to an online campus for the second term, we launched VOXI Shorts, a digital hub where students filmed and uploaded their take on 'Endless Possibilities'. Prizes included creative bursaries of up to £5,000 and a day with one of VOXI's 60 creators.
In addition, all activity was supported by a year-round student ambassador programme, spreading brand awareness through on the ground, peer-to-peer touchpoints.
Seed has now been tasked with establishing a similar programme for staff aged 25 and under within Vodafone.
About 20% of all UK students either saw or heard about the Pick Me Up Truck.
The tour received over 1.6k face to face students engagements every day.
We have reengaged to make the experience bigger and better in 2018.
"Seed has created a unique ambassador programme that will bring VOXI to life on campus and engage with students in an authentic way."