#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.
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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