VOXI Mobile challenged us to show students why they should choose them over competitors - going beyond being just a good deal, but by highlighting how the network fits naturally into, and supports, student life. They wanted authentic, compelling content that felt made by students, for students with the aim of driving awareness and sign-ups through the student-first platform, UNiDAYS.

For young people, their phones are lifestyle-centric - keeping them connected to their mates, their side hustles, their entertainment, their social media profiles, and more. But with budgets tight, many students will choose to use a mobile data plan over a more costly contract, and with that comes a risk - when the data runs out, their connection to all of the above breaks. No music at the party. No TikTok uploads, and no last-episode-on-the-bus moment. We aimed to tap into this relatable - yet frequent - frustration as our core audience insight.

Positioning VOXI Mobile as the network that fuels “Unlimited Passion” we built the campaign around three key student archetypes: the Music Lover, the Social Media Obsessed, and the Series Binger. These personas became the core of our storytelling, each showing how VOXI Mobile enables them to stay immersed in what they love, without the dreaded data drop-off. Every touchpoint, from hero films to UGC, laddered back to a single Gen Z truth: data is lifestyle access.

Our three social-first hero films, The Cut Off, each dramatised that moment when data runs out and the entertainment comes to a deeply frustrating end. We brought our three personas to life in highly-relatable, on-the-go scenarios - getting lost in music, scrolling social, bingeing a show in the park - before everything grinds to a halt and that voice in our ear reminds us that we should’ve gone with VOXI Mobile, and their unlimited data packages. 

We gave each film a bold visual identity incorporating quirky characters, punchy dialogue, and subtle nods to their signature orange branding, to create a series of assets that felt both heavily Gen Z focused, but unmistakably VOXI Mobile.

Watch the combined creative below:

To drive additional engagement, we launched a UGC campaign powered by a mix of micro Gen Z influencers and student creators. Each was handpicked to align with one of the campaign personas, ensuring authenticity and cultural relevance, with all their posted links leading to the UNiDAYS x VOXI Mobile sign-up page. It was important to prioritise personality over following, ensuring every voice felt natural, not scripted, with each piece of content highlighting the brand’s key selling points - unlimited social media, music, and video - and staying true to the creator’s tone and style.

By tapping into student needs - value, connectivity, and social relevance - we made VOXI Mobile feel like the obvious choice. Not just a better mobile plan, but a smarter student decision.

Watch one of the UGC examples below:

The campaign delivered, achieving 4.9 million impressions and a 2.07% click-through rate - strong indicators of both reach and relevance. The hero film hit the right notes: light-hearted, relatable, and impactful, with its distinctive aesthetic and student-first storytelling.

The UGC content stood out for its authenticity. Creators naturally wove the brand into their lives, making the network feel like part of their world rather than an interruption to it.

The campaign’s success was also industry-recognised too, by being shortlisted for Best Content Marketing Campaign at the Performance Marketing Awards 2025.

We didn’t just tell students about VOXI Mobile. We showed them what life looks like when their passion isn’t limited - and importantly, what it feels like when it is.

Watch the 'Music Lover' creative below: