Vodafone looked to engage a younger audience via its music products and services, and turned to Cake. Our response: a multi media online soap opera that played out across real life European music festivals in the summer of 2008.

The commissioned drama involved six music fans visiting six music festivals. Viewers watched it all unfold on mobile, online and interacted with the characters in social media. Half a million people downloaded the WKS app to watch the show, and over 4 million watched it that summer.

Independent research revealed that 45% of the audience were more likely to recommend Vodafone as a result of WKS, whilst 41% said that they were more likely to consider buying Vodafone products in the future.