The combination of Bauer's Project Phoenix 2 research with OMD/ Vodafone research stressed the importance of music to Vodafone's target demographic. The research also stressed the importance of "connecting" with the audience and not "preaching" to them, the whole strategy was based on engaging fans and connecting them with their music through non-traditional customer channels
1) Interact with Vodafone's 25-34 target audience with mobile at the centre
2) Drive Vodafone's technology through live music association
Bauer created the Vodafone Live Hour- A one hour show from 9pm-10pm on a Monday evening across the Bauer and GCap networks for a year- The show's content was made up primarily for "live music" sessions; much of the content was sourced exclusively for the Live Hour, listeners got the chance to win tickets to cool gigs around the UK and exclusive podcasts were produced and made available on the live hour website.
42% of listeners surveyed were more positive about Vodafone because of their association with Live music. 42% of listeners said Vodafone appealed to them more than any other network.
The Vodafone Live Hour session allowed consumers to build positive associations with the brand.