At the end of 2006 Vodafone made the strategic decision to enter an already cluttered music market place with a USP of 'live music'. In search of the 'Big Idea' a brief was delivered to many media owners. It soon became clear that many commercial radio groups (CRG) would need to collaborate to achieve scale and deliver the ultimate creative solution. Find out more...

The VLH campaign was a revolutionary approach that challenged traditional radio advertising it was the first truly ad-funded programming to broadcast on UK Commercial Radio. Gcap and Bauer worked closely with programmers and sales teams from both companies, working through creative concept and logistics questions. Getting the Programme Directors from Capital FM, Kerrang, Big City and the One Network in a room discussing a new show was ground breaking in itself. The campaign was fully intergrated into Vodafone's marketing strategy.