This is the story of how to launch a brand in under 10 seconds. With an age gated product, a traditional, mass approach was unsustainable for new youth telco VOXI (by Vodafone). We had to play by new rules this audience had created, needing to exist within their fractional media moments. So, we didn’t fight the distraction, we became part of it, letting the audience control and design the launch. Building category and industry firsts has already enabled VOXI to be seen as the most Modern and Innovative Telco brand. But we also significantly outperformed awareness and consideration launch targets.