In December 2021, we created an NFT campaign together with Vodafone that became a global media phenomena.
The inspiration behind the campaign was simple yet powerful - The first SMS and 15 letters that changed the world. On December 3, 1992, the world’s first SMS was sent via Vodafone’s mobile network. The message? A heartfelt “Merry Christmas”.
Together with Vodafone we immortalized the world’s first SMS by transforming it into a Non-Fungible Token (NFT) and auctioning it for charity in December 2021. The result? A global media success, a record-breaking digital collectible sold for 108.000€ for Charirty, and a masterclass in storytelling meets tech.
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An NFT auction that created real Brand Momentum
Together, we created an NFT activation that wasn’t just technically impressive — it was strategically timed. The auction was designed to be social-first and press-worthy, built around a clear narrative and framed to spark conversation. Our focus was on accessibility and shareability: making the world of NFTs understandable, exciting, and brand-relevant for a mainstream audience by integrating influencers and multiplicators.
We guided Vodafone through the whole process from first ideation to final NFTÂ supply. We took over the whole legal consulting and minting of the NFT. Finally the NFTÂ was auctioned via Aguttes Auction House in Paris, with proceeds donated to the UNHCR (UN Refugee Agency). The NFT included:
- The exact original text of the SMS
- A 3D animation representing the transmission of the message
- Metadata certifying the NFT's uniqueness on the blockchain
Together with Vodafone we  didn’t just tokenize data—it told a story. The campaign lived at the intersection of trend and tech and elegantly bridged mobile heritage, digital innovation, and brand identity. It was a perfect example on how emerging platforms can be used for real brand momentum.
The First SMS A Global success story
The NFT auction became a global viral hit, gaining widespread media coverage and delivering massive reach without massive media budget.
The report was picked up by a wide range of media outlets around the world, including Tagesschau, Handelsblatt, Le Figaro, La Stampa, Hindustan Times, SRF, FAZ, n-tv, and many more leading to 1,054 press clippings in German media alone and over 1,000 press clippings world wide.
The NFT campaign also became a headline topic in many traditional media outlets, including TV, radio, and print around the globe. Providing a total reach of 755 million in Germany.
More than just numbers, the campaign proved that Web3 activations can drive culture when they’re timed right and built with purpose. For Vodafone, it was more than a one-off — it set the tone for future innovation in the space.
