Vodafone Case study Between Us, 1 [english] by Team Red Istanbul

Between Us, 1 [english]
The Case study titled Between Us, 1 [english] was done by Team Red Istanbul advertising agency for subbrand: RED LIGHT APPLICATION (brand: Vodafone) in Turkey. It was released in May 2015.
Advertising campaign for Vodafone

Vodafone: Between Us, 1 [english]

Brand
RED LIGHT APPLICATION  (Vodafone)
Media
Case study
Released
May 2015
Posted
May 2015
Market
Turkey
Industry
Mobile Communications, Mobile applications
Agency
Team Red Istanbul
Creative Group Head
Erkan Kaya
Creative Group Head
İlker Dagli
Art Director
Mustafa Ozmal
Creative Director
Ayse Aydin
Account Supervisor
Deniz Atalay
Copywriter
Ugur Sonmez
Copywriter
Can Arabacilar

Awards:

Cannes Lions, 2015
MOBILEMOBILE APPLICATIONS: CORPORATE IMAGE & COMMUNICATIONBRONZE
MEDIAPRODUCT & SERVICE: COMMERCIAL PUBLIC SERVICES INCL. HEALTHCARE & MEDICALGRAND PRIX
MEDIAINTEGRATED CAMPAIGN: USE OF INTEGRATED MEDIAGOLD
PROMO AND ACTIVATIONPRODUCT & SERVICE: COMMERCIAL PUBLIC SERVICES, INCLUDING HEALTHCARE & MEDICALBRONZE
PROMO AND ACTIVATIONUSE OF PROMO & ACTIVATION: PRODUCT LAUNCH/RE-LAUNCH OR MULTI-PRODUCT PROMOTIONSILVER
Clio Awards 2015
DigitalProduct/Service: AppsSilver
Integrated CampaignProduct/Service: Integrated CampaignGrand Clio
Epica Awards 2015
MobileAppsSilver
Integrated CampaignsIntegrated CampaignsSilver
MobileMobile CampaignsGold
Media UsageMedia Innovation - Traditional MediaSilver
DigitalOnline Campaigns - Consumer Services & HouseholdSilver
DigitalOnline Campaigns - Public InterestGold
Eurobest Awards, 2015
DirectCampaign: Integrated Campaign Led by DirectGold Eurobest
DirectDirect Marketing: Digital & Social: Use of Mobile MarketingSilver Eurobest
MediaProduct & Service: Financial Services, Commercial Public Services, Business Products & ServicesBronze Eurobest
Promo & ActivationProduct & Service: Financial Services, Commercial Public Services, Business Products & ServicesGold Eurobest
InteractiveIntegrated Multi-Platform CampaignSilver Eurobest
MediaIntegrated Campaign: Use of Integrated MediaSilver Eurobest
MobileIntegrated Mobile CampaignBronze Eurobest
Promo & ActivationUse of Promo & Activation: Product Launch/re-Launch or Multi-Product PromotionSilver Eurobest
One Show, 2016
Cross-PlatformCsr - Integrated Branding / Integrated BrandingGold Pencil
MobileCsr - Use of Technology / Use of TechnologyMerit
MobileCsr - Applications & Sites / Applications & SitesSilver Pencil

Credits & Description:

Client: Vodafone
Product: Vodafone Red Light Application
Entrant: Y&R Team Red Istanbul, Turkey
Title: Vodafone Between Us
Product/Service: Vodafone Red Light Application
Entrant Company: Y&R Team Red Istanbul, Turkey
Advertising Agency: Y&R Team Red Istanbul, Turkey
Media Agency: Mindshare Istanbul, Turkey
Creative Director: Ayse Aydin (Y/R Team Red Istanbul)
Creative Group Head: Erkan Kaya (Y/R Team Red Istanbul)
Creative Group Head: İlker Dagli (Y/R Team Red Istanbul)
Copywriter: Ugur Sonmez (Y/R Team Red Istanbul)
Copywriter: Can Arabacilar (Y/R Team Red Istanbul)
Art Director: Mustafa Ozmal (Y/R Team Red Istanbul)
Account Supervisor: Deniz Atalay (Y/R Team Red Istanbul)
Brand Manager: İpek Kardesler (Y/R Team Red Istanbul)
Agency Producer: Huseyin Bilir (Y/R Team Red Istanbul)
Graphic Designer: Burak Kirpi (Y/R Team Red Istanbul)
Planning Director: Arif Emre Percin (Y/R Team Red Istanbul)
Head Of Planning: Bediz Eker (Y/R Team Red Istanbul)
Regional Creative Director: Jaime Mandelbaum (Y/R)
Regional Strategic Planner: Saul Betmead (Y/R)
Motion Designer: Carlos Baer (Freelance)
Brief Explanation
We used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it. Also we promoted the blogger girl in our videos on TV advertorials secretly. Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special garment labels for lingerie and bikinis.
Creative Execution
We used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it.
At the beginning of the video, we see a woman giving a video tutorial about a fairly feminine topic – e.g. applying nail art.
But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial. Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special garment labels for lingerie and bikinis.
Results
As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times.