| Advertiser | Voxi |
|---|---|
| Sector | Telecoms |
| Buying route | 16-34 Adults AGP, DCM Idents, DCM Studios |
| Audience | 16-34 Adults |
| Media Agency: | Carat |
| Copy Length: | 30" |
Background
With a unique proposition targeted at younger audiences, VOXI has seen significant growth in recent years. To maintain this growth trajectory, VOXI wanted to increase brand consideration. Cinema was identified as a key platform for effectively landing VOXI’s AV messaging, offering a rare moment of undivided attention and opportunity to align with culturally famous content.
Plan
The campaign was focused on Cineworld cinemas, identified as the highest-indexing cinema chain for 16-24-year-olds. Partnering with DCM Studios, two bespoke 30” were created, one running in-reel and one to be used as the ‘Turn Your Phone Off’ ident. Both creatives linked together, better helping entrench VOXI’s message within the minds of the viewers. In-reel, VOXI bought into high-index films for 16-24s including Speak No Evil, Venom: The Last Dance, Gladiator II and Wicked.
Results
The campaign was a huge success, delivering impressive commercial results for VOXI.
Boosting consideration: Consideration of VOXI increased +2pp. across the campaign period, bucking a declining YTD trend.
Cost-effective ROI: Cinema delivered a positive ROI of £1.30, which encouraged VOXI to continue running the campaign into the next year.