Background
Recently-launched 2.5G mobile service from world's leading mobile services provider.

Objectives
Demonstrate values of MMS / GPRS service to core target audience of youthful early-adopters. Ultimately, provide demonstrable service value to high-value frequent business travellers.

Insight
People want a quick, easy, 'lifesaver' service which they access and immediately use on the move.

Strategy
Create 'City Guide' white-label content containing succinct, authoritative and accurate information on accommodation, entertainment, events and miscellaneous services reflecting both Vodafone live! brand values and aims and aspirations of target audiences. 23 Destinations from Frankfurt to Ibiza in 10 languages.

Results
City Guides are the first mandatory content items across the international Vodafone live! network.