Press Release | 12 Dec 2022

Vodafone and dentsu UK&I launch ‘Elf and Seek’ augmented reality game to bring festive cheer this Christmas

Vodafone has hidden Christmas elves all over the UK as part of a new, free-to-play Augmented Reality (AR) game aimed at spreading some festive joy over the festive period.

The new interactive ‘Elf and Seek’ game, which launched 12 December, encourages players to scan their phones to see if they can find elves hidden across the UK and around their homes for a chance to win thousands of prizes with VeryMe, Vodafone’s exclusive rewards programme.

Dentsu UK&I is responsible for Elf and Seek’s conception and development through Carat UK – Vodafone’s recently retained international media agency, working with sister agency DENTSU CREATIVE, which is behind its production that combines the latest AR, geotagging and media technology for a fun and seamless experience.

Players are invited to drop a candy cane that will lure an elf to their location.

Each Elf found is stored within the in-game wallet, with players also having the chance to own them as unique NFTs  [Non-Fungible Tokens]. The game builds on Vodafone’s ‘Find Unlimited’ virtual treasure hunt, which launched in 2019.

'Tree elf': One of the Elf and Seek AR game characters
‘Tree elf’: One of the Elf and Seek AR game characters

A huge range of VeryMe prizes are available in the new Elf and Seek game, depending on the type of gift attached to each elf.

Maria Koutsoudakis, Vodafone’s UK Brand & Marketing Director, said: “This Christmas we wanted to do something fun and interactive for families that would put a smile on people’s faces during the festive season.

“Elf and Seek is interactive, rewarding and gets people out and about for a unique and enjoyable experience.

“It’s a great way of getting everyone excited about Christmas, so get playing and find those elves!”

Mehul Ashra, Head of Strategy, Carat UK, said: “We were faced with a choice this festive period: to put out a big TV campaign or do something that got people to spend time with the Vodafone brand.  We opted for the latter.

“Inspired by emerging Christmas traditions like ‘Elf on the shelf’ and the rise in real-world family gaming, our ambition with Elf and Seek is to create a new family ritual this season.”

Chris Davey, Head of Creative UK, DENTSU CREATIVE, said: “Elf and Seek is a great example of how we can use the power of technology to bring brand ideas to life in vibrant new ways.

“Combining creativity, innovation, technology, data and media, this activation demonstrates the power of dentsu’s network to bring ground-breaking ideas to life in both physical and virtual worlds.”

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Notes to editors

About Carat

Carat UK delivers an unparalleled capability to unlock real human understanding to connect people and brands by designing powerful and engaging media experiences.

Headquartered in London, with offices in Manchester, Edinburgh and Leeds, Carat is a dentsu company.

Most recently named a leader among global media agencies by Forrester, Carat is consistently ranked the #1 media agency in the world and serves some of the UK’s most storied and innovative brands, including Kraft Heinz, Kellogg’s, Vodafone, Co-operative Group, Direct Line Group, Virgin Red, Beiersdorf, Mastercard, Microsoft and Santander.

For more information, visit or follow @caratuk


DENTSU CREATIVE is Dentsu International’s new and sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022’s Cannes Lions Agency of the Year, it is made for integration with Dentsu’s Media and Merkle networks through Horizontal Creativity.

Led by Dentsu International’s Global Chief Creative Officer Fred Levron, 9,000 creatives across the globe work are connected to 34,000 media and CX experts to deliver ideas that Create Culture, Shape Society and Invent the Future.

EMEA is the fastest growing region within DENTSU CREATIVE, bringing together over 2,500 people in 29 markets, including centres of excellence in Brand, Experience, Entertainment and Earned Attention. The UK is the biggest market in EMEA.

About Dentsu International

Part of Dentsu Group, Dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands – Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms.

Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future.

Powered by 100% renewable energy, Dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.

About Vodafone UK

Vodafone UK is a technology communications company that connects people, businesses and devices to help our customers benefit from digital innovation. Our services span mobile, fixed-line connections, home and office broadband, and the Internet of Things (IoT).

We have a strong track record as a tech pioneer, making the UK’s first mobile phone call, sending the first text message, and making the UK’s first live holographic call using 5G in 2018. We were the first to start carrying live 5G traffic from a site in Salford, Greater Manchester and now have 5G in locations across Germany, Ireland, Italy, Spain as well as the UK. Meanwhile, our 4G network coverage currently reaches over 99% of the UK population.

Today, Vodafone serves more than 18 million mobile and fixed-line customers in the UK. Vodafone is the largest provider of full fibre in the UK – our superfast broadband services are now available to nearly 12 million homes across the UK.

Sustainability is also at the heart of what we do: as of 1 July 2021, 100% of the grid electricity we use in the UK is certified to be from renewable sources.

For more information about Vodafone UK, please visit:

Vodafone UK Media Relations

Telephone: +44 (0) 1635 693 693


Twitter: @VodafoneUKNews


Vodafone Limited

Registered Office: Vodafone House, The Connection, Newbury, Berkshire RG14 2FN

Registered in England No: 1471587