Vodafone is partnering the British & Irish Lions on their tour to Soputh Africa (fan-free alas) with an interesting package including a kind of ‘life with the Lions’ app.
Agency Ogilvy has persauded some of the boys to help out at home before they depart to kick things off.
It’s not all about the launch ad of course, and maybe there’ll be something more dramatic later.
An opportunity to build excitement missed maybe?
MAA creative scale: 5.