Vodafone 1984G Street

Background

Vodafone commissioned Wasserman Experience to create a unique experience to celebrate #30yearsVodafone - the 30th anniversary of the first mobile phone call made in the UK on Vodafone's network on 1st January 1985.

Idea

The idea, which followed a series of other Vodafone 30th anniversary celebrations in early January, was to recreate an authentic 1980's high street, complete with nostalgic shops, actors wearing questionable fashion choices and original brick-like mobile phones. The pop-up high street, known as Vodafone 1984G Street appeared in Covent Garden. As a finale to the anniversary campaign, Vodafone enticed Hip Hop stars RUN-DMC to return to the UK for the first time in 10 years and share the stage with Raleigh Ritchie, a UK rising star, for an exclusive music gig celebrating the last 30 years. The event was staged for lucky Vodafone customers and die-hard fans of the artists. For the first time in the UK, the gig was also broadcast in 360 degrees from multiple camera angles via a livestream delivered entirely over Vodafone's 4G network on the 'Power To' App and YouTube.

Results

8142 people visited and engaged with Vodafone over 3 days in the heart of London #30yearsVodafone delivered the best positive shift that Vodafone UK have ever seen on social media Over 2500 social mentions, delivering a 20% positive sentiment for the brand 63 million impressions of the overall campaign 850 press articles across 12 markets, including The Guardian, Mail Online and International Business Times Successful experiential partnerships with Sky and Spotify, with each having their own speciality shop within the street promoting their Vodafone partner packages 28,205 views of the live stream feeds of #30yearsofvodafone gig via the Vodafone Power To app. The entire gig was streamed flawlessly in 360° entirely using Vodafone's 4G network.