Vodafone approached us directly, after several agencies had failed to crack a suitable launch platform for a new, ingenious data sharing app they had developed in conjunction with the Gavan Institute.
Essentially, they wanted to appeal to people’s altruistic selves to donate unused mobile data overnight through the app to meet the massive data crunching capabilities that cancer research requires.
We found the best way to get the message across was to demonstrate how simple it can be to help save someone’s life. You can do it in your sleep.
The low budget, campaign using people who had someone close to support, was an overnight success gathering positive press coverage around the world and signed up thousands of selfless sleepers.