VOXI For Now
A new plan by VOXI which gives jobseekers unlimited data, minutes, and texts for £10 a month. I helped conceive it, named it, and wrote the guidelines which tell our agencies how to talk to customers about it.
A name, a messaging matrix, and an entire UX journey
VOXI For Now was created to lift the financial pressure felt by VOXI’s core target 16-25 demographic. The Coronavirus pandemic has hit them particularly hard, with lockdowns, furlough, and record youth unemployment. 2020 was a tough year for young people.
VOXI For Now supports them - along with all jobseekers - while they’re out of work. It’s an extremely affordable, flexible, unlimited data plan that lets them focus on what’s important without worrying about their phone bill.
I refined the plan’s finer details alongside VOXI’s senior leadership, and led copy and art direction. I also named the plan and wrote its messaging matrix, which acts as the blueprint for all customer communications.
Tight deadlines meant I wrote it in three days - from refinement of the plan, to ideation, to distribution to our agencies so they could build marketing collateral.
Want to see the full matrix? Reach out and ask for a password. Then, tap the button below.
What’s in a name? A lot, as it happens
“For Now” emphasises that COVID-19 is just that… a black cloud, but one that’ll pass. Much as the plan ends after six months (after which users move onto VOXI’s standard £10 plan), we’ll go back to normal… whenever - or whatever - that is.
“For Now” lets customers focus on more important things. It isn’t charity, or a government grant; that’s why I felt words like “relief payments”, “financial aid”, and “emergency contract” weren’t appropriate.
“For Now” speaks to the present, and the future of the tariff. It lets the plan grow alongside developments in the pandemic. It gives the plan freedom beyond COVID-19. Terms like “aid”, “relief”, and “support” tie it firmly to a period we’d all rather forget.
VOXI For Now, written by yours truly
Striking the right tone was essential. This wasn’t the place for a hard sell, or VOXI’s usually optimistic and confident language. This wasn’t about point-scoring. It was about supporting people when they struggled most. This was a helping hand, not a quick fix that jobseekers will pay for later.
Below you’ll find select pages from the messaging matrix. I’ll happily share the full thing, if you’re interested.
The front cover.
VOXI For Now in about 50 words.
The leading messaging, and the plan's key elements.
VOXI For Now in about 200 words.
From first contact, to sign up
The gallery below shows the full VOXI For Now journey, from intial homepage banner to sign up. You can expand the images to learn more.
This banner appears on VOXI's homepage.
Users then land here - VOXI For Now's landing page. Here they can learn more about the plan and check the eligibility criteria.
A closer view of the plan's hero banner, which calls out the key features. The copy beneath articulates what drove us to build the offer, and finishes with a CTA which invites users to apply (as long as they fit the criteria).
These two drop-down menus expand on the offer. They explain who's eligible and what the plan gives those who sign up.
The VOXI For Now plan card, which details the offer in full.
Users then land here - the sign-up page.
They see this banner...
...then apply after checking the criteria.
VOXI For Now gained national media coverage across a variety of publications, including Mirror.co.uk, TechRadar, Daily Express, and Uswitch.
More importantly, the plan received overwhelmingly positive feedback on social media and with our existing customers.
… it went so well, we launched it twice
VOXI For Now was held up as an example of what Vodafone should do to help prospective, new, and existing customers across the whole Vodafone Group.
Because of that, it was relaunched in April 2021, with a new closing date of 30 September 2021.