The Challenge

VOXI needed to grow awareness and sales of its student SIM-only plans among Gen Z, while cutting through mounting negative narratives around screen time and social media — a direct headwind for a brand built entirely around unlimited data and digital connectivity.

The Strategy

VOXI partnered with UNiDAYS and Raptor to develop a student-first campaign that reframed digital life as a positive force for connection, creativity and community.

Execution and Innovation

Platform-native short-form video across TikTok, Snapchat and Instagram was combined with influencer content and student UGC to tell culturally relevant stories. Crucially, a new data-led targeting approach connected affiliate conversion data with paid social activation, enabling conversion-focused optimisation for the first time.

Results

The campaign exceeded targets across awareness, engagement, sales and efficiency, delivering orders above target while maintaining a CPA below forecast, alongside a significant jump in market share.

Judges’ Verdict

“A masterclass in audience-led strategy — shifting away from ‘just another discount’ toward a targeted, value-driven approach that achieved exceptional commercial scale.”

“When first-party data and genuine audience engagement are at the core, brands can achieve massive growth and superior efficiency simultaneously.”