BRAND EXPERIENCE


#ReBoxingDay

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THE PROJECT

Project Background

To raise awareness of Vodafone’s ‘Great British Tech Appeal’, we built a standout retail activation that inspired the British public to give ‘The Gift of Connection’ by donating their unused digital devices to socially disadvantaged young people in the UK.

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THE CHALLENGE

Challenge

With Vodafone’s ambitious target of connecting one million people living in digital poverty by the end of 2022, their ‘The Gift of Connection’ campaign needed a central focus that would spark tech donations to Vodafone.
OUR IDEA

Solution

To make donating old devices a contagious act; science told us that humans are influenced by witnessing the actions of others. Being Christmastime, our #ReBoxingDay experience was an unmissable red Christmas present, custom-built using transparent LED panels (a UK first) that put passers-by at the heart of the donation process and displayed our campaign messaging. By seeing the acts of others, our Christmas present experience represented more than just a kind act, but helped Vodafone close the UK’s digital divide, giving disadvantaged young people access to jobs, courses, and mental health services.
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Million

Reach via owned and earned media7

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Devices

Donated

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Thousand

People experiencing digital poverty were reconnected

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