With a declining share of the lucrative small business market, Vodafone wanted to position the brand as the first choice for SME's and associate themselves with innovation. To do this they formed a partnership with Sky One, creating an ad-funded programme called "The Big Idea with Vodafone", which essentially was Skys version of Dragon's Den. OMD issued a £1m winner takes all brief to commercial radio, national press and online. The challenge was to create a campaign which was compelling enough for OMD not to walk away from radio and to focus on the other media briefed!
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