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What started out as a simple sync license developed into a seamless partnership between Vodafone Ireland and top Irish band Kodaline. The campaign developed by Grey London with the artist partnership and music procurement supervised and produced by Charles Gadsdon.

The Vodafone Ireland ‘Heartache’ campaign featured Kodaline's single ‘High Hopes’ and integrated opportunities for Vodafone Ireland customers to win band related prizes including tickets to see the band perform with Kings of Leon in Dublin later in the year, limited edition product and more.

‘High Hopes’ even re-entered the charts and was a great success for all parties including artist, artist management, record label, agency and brand.