Lead agency: TMW Unlimited
In the face of an increasingly competitive mobile landscape, VOXI needed a fresh way to build brand affinity with its Gen Z audience.
Inspired by streetwear brands, VOXI's approach played on the Gen Z appetite for cult drops.
The brand developed its own range of limited releases, building buzz on social media and word of mouth before dropping exclusive offers and content each month.
The brand needed an initiative that delivered:
- Loyalty of current customers
- Word-of-mouth referrals
- Relevance through offers and brand partners
- Anticipation and excitement
Cult appeal would build brand affinity, curating the right collaborations and limited releases.
VOXI Drop - a rewards programme inspired by youth culture - gave customers access to exclusive brand offers, giveaways and content, delivered with the brand's vibrant style.