EXPERIENTIAL BRAND ACTIVATION

VODAFONE SUPER MOBILE CAMPAIGN

Client: VODAFONE

Brief


Showcase the download speed of Vodafone’s superfast mobile network through a striking physical activation featuring Dina Asher-Smith, the fastest British woman in history. Taking place at Lee Valley Athletics Track, the experience needed to turn an invisible process into a visible race, bringing the performance of Vodafone’s network to life through athletics, lighting and large-scale LED.

With Vodafone now part of VodafoneThree, the UK’s largest mobile operator, the activation provided an opportunity to demonstrate mobile connectivity through an engaging sporting challenge.

The Experience
Parachute Studios delivered a bespoke race installation that brought together elite sprinting and mobile download speeds in one experience.

The track was lined with 160 WiFi-enabled LED lights, creating a visual representation of download progress alongside Dina as she ran. At the finish line, a bespoke LED gateway incorporating 20 square metres of LED screen provided a bold focal point for the race, displaying branded content and bringing the challenge to life.

Combining moving light, digital content and an unmistakably Vodafone finish-line installation, the experience made network speed tangible and created a dramatic setting for filming and social content.

Nighttime scene of a large red digital structure with Vodafone SuperMobile logos at top corners, creating a tunnel-like entrance with illuminated red lights along pathways.

Technology & Approach


Our team delivered the activation’s technical system, from bespoke software and content programming through to physical installation, testing and on-site operation.

All lighting sequences and LED screen content were programmed by Parachute, bringing the 160 WiFi-enabled lights and LED finish line together within a coordinated control system. Our bespoke software handled the lighting and content sequencing, allowing the installation to support the race and provide consistent, repeatable cues throughout filming.

Alongside the programming, we produced the screen graphics and animation, integrated the playback systems and commissioned the installation at Lee Valley. The approach combined large-scale event hardware with custom software to deliver a visually cohesive experience that was practical to control on site.

Empty outdoor running track with hurdles and promotional banners for 5G+ FastTrack and Vodafone SuperMobile, with a covered seating area and trees in the background.

Outcome


The activation transformed Lee Valley Athletics Track into a physical demonstration of Vodafone’s superfast mobile download speeds, pairing the fastest British woman in history with a track illuminated by connected technology.

With 160 programmed LED lights, 20 square metres of LED screen and a bespoke control system, Parachute brought the campaign into the real world through an installation designed to perform on the track and on camera.

The project demonstrates our ability to combine creative content, bespoke programming, lighting and LED systems into a complete brand experience, taking a technical message and turning it into something audiences can see and understand.

A woman in beige tracksuit standing on a red track surrounded by vertical red glowing poles, with a group of people, some wearing headsets, in the background during dusk.
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