Vodafone: Vodafone Between Us [video]

Credits & Description:

Client: Vodafone "Between Us" Vodafone
Agency: Y&r Team Red Istanbul 2015
ENTRANT COMPANY: Y&R TEAM RED ISTANBUL
MOBILE MOBILE APPLICATIONS CORPORATE IMAGE & COMMUNICATION
Geo: Turkey
Creative Director: Ayse Aydin(Team Red Istanbul // Y&R)
Copywriter: Can Arabacilar(Team Red Istanbul // Y&R)
Managing Director: Hilal Birecik(Team Red Istanbul // Y&R)
Creative Group Head: Ilker Dagli(Team Red Istanbul // Y&R)
Copywriter: Ugur Sonmez(Team Red Istanbul // Y&R)
Art Director: Bulent Sengul(Team Red Istanbul // Y&R)
Account Supervisor: Deniz Atalay(Team Red Istanbul // Y&R)
Executive Producer: Deniz Kunkut(Team Red Istanbul // Y&R)
Creative Group Head: Erkan Kaya(Team Red Istanbul // Y&R)
Agency Producer: Huseyin Bilir(Team Red Istanbul // Y&R)
Account Executive: Ipek Kardesler(Team Red Istanbul // Y&R)
Art Director: Mustafa Ozmal(Team Red Istanbul // Y&R)
Other credits: Carlos Baer, Freelance Motion Designer
Creative idea explanation: In March 2014, Vodafone launched “Red Light” application, which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about app to download it. However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. Iin order to avoid men to be exposed to the new communications we built our strategy on secrecy.
Website URL: http://www.makyajmucizeleri.com/
Viral Video URL: https://www.youtube.com/watch?v=erIhuPB-Pi4&feature=youtu.be
Mobile URL: https://play.google.com/store/apps/details?id=com.vodafone.cepaynam
Creative Execution
We prepared women specific video and embedded the app information in it.
At the beginning of the video, we see a woman (actress pretending to be famous blogger) 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 developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.
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.
In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about Red Light Application to download it. However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. And in order to avoid men to be exposed to the new communications, we once again built our strategy on hiding our messages in places and videos where only women would look.