Client

Freeserve (now Wanadoo) was, at the time of the project, Europe’s largest broadband provider with more than 9.7 million customers across Europe. As well as being the number one ISP in France, it was also a leading ISP in the UK, Spain and the Netherlands

Objective

Freeserve was preparing to host a competition called Freeserve Discoveries in order to find the best new British band from a group of signed but unreleased artists. (The winner then went on to compete against winning artists from other Freeserve countries across Europe.) The success of the competition depended on generating as many online votes as possible. Therefore, Freeserve needed a creative agency to deliver a highly distinctive advertising campaign that would set the UK apart

Solution

Pod1 developed all the creative ideas for Freeserve Discoveries, which ultimately inspired people to visit the site and vote. This took the form of a graphic, Brit-cool character that reflected the non-pop-music nature of the competition and translated successfully across multiple ad formats and platforms � from MTV to NME and Kerrang, to XFM and Virgin radio.

Result

The campaign was a huge success with the British band ultimately winning the overall competition thanks to 1.4 million votes. The Pod1 campaign generated an average click yield of 7.2% on the rich media.

“Pod1’s creative looked great. It was pioneering and perfectly tailored to the media environment – and the UK won!”
Matt Pritchard, Digital Marketing Manager, Freeserve/Wanadoo

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