Integrated
X Factor Challenge
CLIENT: The Carphone Warehouse
AGENCY: CHI & Partners
This campaign, which also won the B2C category, was created by CHI & Partners to truly
engage viewers across multiple channels.
X Factor fans were taken on a journey which extended from television, to online, to
mobile, weaving back and forth between these media. After picking a song to sing, users
could call a free phone number and record it. They would then get an individual code by
SMS and go to The X Factor site, where their performance was set in time to an animated
Mowbli character. The audition was then rated by the judges and each week, winners were
selected from the people’s chart to become the next television star for that week’s shows.
The mobile nature of the campaign always hooked back to The Carphone Warehouse’s
product. One judge described it as: ‘a fantastically integrated campaign, from web to
mobile to television. And it works!’ Another praised the work as ‘very well integrated across
all media, great interaction and innovation — outstanding’.
CHI & Partners’ work took television sponsorship to a new level, becoming as interesting
and engaging as the programme itself.
The Revolution Awards 2008 29
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SPONSORED BY;
HIGHLY COMMENDED;
IKEA Kitchens
CLIENT: IKEA
AGENCY: Agency.com
NIKEiD Studio London
CLIENT: Nike
AGENCY: AKQA
SHOrtLIStED;
One Army recruiting
CLIENT: The Army
AGENCY: Publicis Modem
Skins
CLIENT: Channel 4
AGENCY: Holler
Night Driving
CLIENT: Volkswagen UK
AGENCY: Tribal DDB
Cippi The Farting Chipmunk
CLIENT: Air Action Vigorsol/Perfetti
Van Melle
AGENCY: BBH
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