360

Vodafone

To launch Vodafone 360, the new mobile interface that brings all your contacts and social media in to one place, we challenged people to see how many mates they could physically get in one place. Whoever got the most mates in one place won £36,000.

The campaign fused ambient, mobile and digital in a way never done before. 1450 steam cleaned circles were sprayed throughout the UK, (the biggest steam clean campaign ever), and huge red mats were placed in targeted locations. To get the rules, entrants sent an SMS to the text number on the circles, and then sent back a photo of their attempt as an MSM. Entries could then be accessed by their mobile number at allyourmatesinoneplace.com.

Forty million people were exposed to the campaign and over seven thousand took part. And, true to the spirit of the idea, we were privy to a multitude of fantastic costumes and poses. The winning entry? An impressive 135 people – and a donkey.