X Factor

The Carphone Warehouse wanted a novel and engaging way to target 16 to 30-year-olds in order to maintain their position as the most considered mobile retailer against a backdrop of greater competitive spend. As part of a sponsorship deal with popular singing talent TV show The X Factor, we created Britain’s first ever interactive audition website. Our idents encouraged viewers to sing into their mobile phones for a chance to become stars of The X Factor sponsorship idents. They could then go online and see our brand character Mowbli animated to their very own vocals. They could act as judges, voting on other performances. Each week the most popular public performances became TV idents – giving everyone a chance at fame!