Integration Not 360

Looking at the new Vodafone mobile internet campaign from BBH and Dare Digital, it’s easy to understand why a new age integrated campaign should have different executions for different media. Even though the baseline of the campaign is ‘Make the most of Now’ and works well for the TV execution, a typical 90 second BBH epic in which thousands of clock components rain down on streets in and around London and Glasgow, the print (see the print campaign on the copywriter’s blog) and the digital bits (banners and other online elements of the campaign are here) dramatise facets of ‘The Internet is now Mobile’ line and brings them alive. For activation, the agency went back to the TV execution to rain down real watches and watch parts in many parts of the UK.