HOLD THE PHONE
Vodafone has collaborated with Multi Channel Network and media buying agency IKON to create a distinctive multi-platform TV sponsorship of FOX8’s groundbreaking new reality series THE PHONE which debuts on Monday 19th January.
Lead by Ikon Communications, the Vodafone sponsorship will feature an interactive television, online and mobile component, in addition to live mobile streaming and mobile downloads of each episode to customers. Key components of the 360 promotion include:
driving viewers to an interactive game on the new www.Fox8.tv website which mirrors THE PHONE’s program content, a program trailer of THE PHONE sent to Vodafone subscribers via MMS (multimedia messaging service),
Cut-downs of each episode of the program streamed on Vodafone Live!
Vodafone branding and promotional content has been seamlessly integrated throughout THE PHONE’s marketing, with cross-promotion across both FOXTEL and Vodafone platforms during the first series.
Viewers can win 8 Blackberry Storms, and buy a model of the same phone used within the program in Vodafone stores. The ringtone that features in The Phone can be made available as a free download on Vodafone live!
Bespoke sponsorship billboards and commercials within the show
Radio, outdoor and point of sale promotions will support the campaign.
Expected to attract a following amongst the valuable 16-39 year old demographic, THE PHONE is a high-paced action/adventure reality series in which two complete strangers are plucked from their daily lives to compete in a cat and mouse game. In every episode, two new contestants must work together, but ultimately compete against one another, for the chance to win a significant cash prize pool.
Produced by dSP Beyond for FOXTEL, and featuring high profile Australian actor Justin Melvey, THE PHONE is the first series in the world to combine reality with such enthralling scripted set-pieces. Filmed with frenetic pace in a voyeuristic manner, THE PHONE replicates the look/feel of the smash hit Bourne Identity and 24 franchises.
Viewer interactivity starts on the 19th January with clues for the series provided at the end of the first episode. Participants in the competition will receive voice mail messages on their mobile phone with further information from the show’s star, Justin Melvey.
Vodafone’s Brand Director, Andrew Branwhite commented: “Vodafone was presented with a unique opportunity to identify, understand and connect with consumers on a multi-level platform. The opportunity to leverage both traditional and online media to connect with consumers is something we were instantly drawn to.
“Through the activation of THE PHONE, the Vodafone brand, network and the products and services offered, truly come to life. Each episode plays a critical role for Vodafone as it demonstrates how a range of our products and services work. It is through this demonstration we are presented with a great opportunity to underscore a relevance to consumers, Rather than endeavouring to communicate with consumers in an overt way seen in the television sponsorship space, we believe highlighting usability and relevance will be far more affective in propelling the Vodafone brand to the public,” said Branwhite.
MCN General Manager, Sales and Marketing, Damian Keogh said the Vodafone’s target audience is a perfect fit for THE PHONE’s core viewer demographic. “We’re confident THE PHONE will be one of the standout performers this Summer, and we hope to see FOX8 build this series into its ongoing programming menu. THE PHONE will have strong appeal amongst younger viewers – who enjoy the edgy, fastpaced action they’ve come to expect from quality programming franchises such as 24. It’s fantastic to see such original, high quality programming produced within Australia, which reflects the coming of age for our subscription television industry,” said Keogh.
Grant LeQuesne, Communications Strategist from Ikon Communications, said: “We’re not interested in standard your-logo-goes-here sponsorships, or shoe-horning products into places that they don’t fit. Everywhere that Vodafone appears in and around the show is relevant. The propositions and messaging have been created specifically for THE PHONE.”
32 Comments
is this a paid press release?
I thought technology was supposed to make things easier.
Is it OK if I just use my phone for making and taking calls?
Has anyone made it to the end of the release yet?
I had to stop when I read “high profile Australian actor Justin Melvey”.
Why would that matter 1:01PM?
This is an Advertising Blog – if an agency can put their latest work up here for all to see, then why can’t a client, media agency or television network?
It’s the substance that counts, not the source.
has that guy got a mullet?
In answer to 1:01pm, I think the use of the term “360 promotion” kind of speaks for itself.
Yawn.
2.31pm.
this is a creative blog.
enough said.
Yep. That’s a mullet alright. Possibly a ‘high profile’ one?
I’ve seen Ayn Rand novels shorter than that.
This sounds all too complicated. I reckon there won’t even be any T&A in it anyway.
Yawn. Another shit show put together to flog a network that doesn’t work properly outside metro areas. At least with the soapies of the 50s you knew the soap powder would probably give your clothes a decent wash. Now, someone explain to me how this is innovative creative and why the verbal diarrhoea in the presser belongs on here?
2.02 Sure you can just make calls on your phone. No one is forcing you to download this content. Wouldn’t hurt to recognise that todays consumers consume media on their mobiles. Times are changing….really quickly too. Good on these guys giving a mobile play a shot.
boooooring.
So a half hour show to flog a phone or network that makes me look like a tool like Melvey…I’ll be tuning in.
He looks like he’s on hold to a help desk in Mumbai.
this is as genius as advertising dog food during harry’s practice.
Dreadful press release but this show is fantastic!!!! Great Vodaphone is the phone but get it in perspective they did’nt write the show! – I can’t beleive the 3 commerical networks passed on this program.
Made me wanna sign up with ‘Telecom’!
HEY GUYS –
THE KERNING IS WAY OFF IN THE ‘THE’ AND ‘PHONE’
Katey T/8:53 am,
You said, “this show is fantastic…I can’t believe the 3 commercial networks passed on this program”.
It doesn’t air until Jan 19. Would it be fair to say you have a vested interest? Oh dear.
Telecom? How OLD are you? or is that a ‘joke’
All of three people may watch it……
That kerning could only be achieved after a bottle of vodka.
OMG!! I can’t wait for The Phone to start, i am a huge Justin Melvey fan, love him to bits. I love the pic, really hot, he has the sexiest eyes ever. A voice mail message from Justin………..PRICELESS!! Bring it on!
Is it just me, or does the guy look like he should be a planner?
that kerning is so deliberately badly done it looks shit.
Justin Melvey? High profile? Maybe if you’re into US soaps, but in Australia no one knows who the hell he is.
A mate’s a producer of the Shane Warne musical, apparently his agent called up on the day of the launch and begged for a ticket for him. We saw him that night, wandering around by himself hoping someone would recognise him. We did, but had no idea why until our mate told us who the hell he was.
Even then we still didn’t really know who he was!
good hair – business at the front, party at the back.
I’ll have you know that Justin Melvey was one of the most recognizable faces on the Karaoke circuit in SEAsia. His performance in the video of the Filipino version of Feelings was nothing short of breath-taking.
i love juzzy!
how the friggen hell do u get on2 the fox8.tv webpage,every time i try it says its down can any1 help