B2C
X Factor Challenge
CLIENT: The Carphone Warehouse
AGENCY: CHI & Partners
Television sponsorships as a rule can be repetitive and non-engaging. With Carphone
Warehouse’s sponsorship of the X Factor, the ambition was to make it as interesting and
engaging as the television show itself.
The brief was to get people away from their sofas and onto the phone and online to be
entertained, rather than wait for the brand to introduce their night’s entertainment. Rather
than simply create 15 second idents that viewers are forced to sit through to get to the
main feature, CHI & Partners decided to integrate the television work with web, mobile and
landline telephone to create a fully participatory event. Led by head of digital Ewan
Carpenter, the agency met these needs with Britain’s first mobile phone singing
competition. On the campaign website, users could also listen to other contestants’
auditions, judge them and send them to their friends.
Every week, auditions from the site were picked to feature as television adverts, to be
aired during the live X Factor programme. The campaign made a big impression on viewers.
In the first three weeks, the site received more than 1,700 auditions and 100,000 votes.
The Revolution Awards 2008 43
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SPONSORED BY;
HIGHLY COMMENDED;
Slicethepie.com
CLIENT: Slicethepie
AGENCY: Graphico
Revolutionising the Online
Automotive Experience
CLIENT: Fiat
AGENCY: AKQA
SHOrtLIStED;
Supersonic
CLIENT: Nike
AGENCY: AKQA
Clean & Clear
CLIENT: Johnson & Johnson
AGENCY: Tribal DDB
In The Hands of The Gods
CLIENT: Nike
AGENCY: AKQA
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