Vodafone Netguys

Project: Online game WebRTC
Made by: North Kingdom
Disciplines: Art Director / Lead Designer

Client: Google
Year: 2012


An internet game based on the concept behind the Netguys TVC for the German market. Vodafone’s services are visualised and communicated in a fun way by 4 guys that follow you everywhere and makes life easier for you. The 4 guys symbolize the network bars found on most mobile phones to indicate full connection.

In the interactive channel Vodafone wanted to give their customer a fun, casual and engaging game experience centered around the Netguys characters in the browser. The decision was made to evaluate the all new Adobe Flash 11 platform that allows for creating rich dynamic 3D content in a browser. The ambition in the interactive channel was to further expand the storytelling around the concept of the Netguys. We wanted to highlight some of the actual capabilities of the Vodafone network such as Smartness, Power, Reach & Speed and connect them to each Netguy.


The game was going to be based on the Netguys TVC, filmed in London 2011, for the German market. The story follows four guys that helps you out, everywhere. Four guys that corresponded to the four network bars found on Vodafone mobile phones. So the question for us was; what should we do? And how? The time was very limited.

To get a better idea of the games graphic profile we also created a logotype for the game. When the characters cloths had a retro design we wanted to create a logotype with a 8-bit feeling but in a modern twist. However, in the end we have to use their own font “Vodafone Rg”.

The Adobe Flash 11 platform allowed us to move in this direction and we could create dynamic 3D environments but still keep to a simple yet addictive gameplay. As the technology is not yet very adopted we expect the number of players to be lower than if we would go with a more established technology such as Flash 9 or 10. However to keep up with the fast digital evolution we believe brands constantly need to find new touchpoints with their audience and evaluate new platforms of interacting with them. In this project gamification was the touchpoint and Flash 11 the platform.


Stockholm, Sweden

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