Vodafone doubles its network coverage with Bag Raiders pop-up concert via BRING Agency
To mark a new era for Vodafone’s mobile coverage and to celebrate its expansion into regional areas, Bag Raiders performed atop the world’s biggest red button for a free last-minute concert in Sydney’s iconic Martin Place.
The expansion of Vodafone’s mobile network – from around 400,000 square kilometres to around one million square kilometres – was celebrated in style when 4x platinum DJ-double act Bag Raiders took to their most unique stage yet.
Performing on top of the world’s biggest button in Martin Place, their pop-up lunchtime set drew a crowd of thousands as fans eagerly gathered to mark the occasion.
“We are thrilled to partner with Vodafone to celebrate their biggest moment in years,” said BRING, Executive Partnerships Director, Brooke Pilton.
“A moment as monumental as this deserved a gesture just as bold, and our big red button did that, and then some. At BRING, we pride ourselves on delivering original, talkable moments for brands in culture, this activation embodies that philosophy in spades. What a way to start what is going to be an incredibly exciting year.”
The pop-up show was announced just a few days prior to build hype, with content, media and artist socials activated to build momentum ahead of the button appearing the night before. But it was the music that was the real highlight. Bag Raiders put on one of their most memorable sets as the heaving crowd raved in the city adorned in Vodafone’s iconic red.
“It’s not every day that you get to double your network coverage and boost your mobile reach to 98.4 percent of Australia’s population”, said Vodafone, Senior Sponsorship Manager, Naomi Mandaglio.
“We challenged BRING to create a celebratory, high impact moment that didn’t just talk to our target audience, but engaged them. The launch furthers Vodafone’s commitment to music culture while creating an ownable moment for fans they won’t forget.”
The Vodafone launch event comes at an exciting time for BRING who continue their momentum after a busy end to last year. The agency has just been awarded 8x Clio Music Awards for its campaigns with FIFA Women’s World Cup, BWS and Coca-Cola, the latter of which picked up 2x Silver awards for fan engagement. The agency also wrapped 2024 with activations including American Express and Genesis Owusu at the NGV Gala, a pop-up coffee shop performance with Young Franco for rideshare brand DiDi, as well as driving the strategy for a new live music sponsorship platform ‘Glow Up’ with Smirnoff.