Vodafone: PASS THE BALL

Credits & Description:

Type of entry: Media: Digital & Social
Category: Use of Mobile Devices
Advertiser: VODAFONE
Product/Service: VODAFONE
Agency: SRA. RUSHMORE Madrid, SPAIN
Client: VODAFONE
Product: VODAFONE
Entrant: SRA. RUSHMORE Madrid, SPAIN
Type of Entry: Media: Digital & Social
Category: Use of Mobile Devices
Entrant Company : SRA. RUSHMORE Madrid, SPAIN
Advertising Agency : SRA. RUSHMORE Madrid, SPAIN
Media Agency : OMD SPAIN Madrid, SPAIN
Production Company : LA JOYA PRODUCCIONES Madrid, SPAIN
General Creative Director: Cesar Garcia (Sra Rushmore)
Creative Director: Ezequiel Ruiz (Sra Rushmore)
Creative Director: Carlos Font (Sra Rushmore)
Art Director: Jesus Morilla (Sra Rushmore)
Art Director: Francisco De La Villa (Sra Rushmore)
Art Director: Juan Carlos Alonso (Sra Rushmore)
Ux Design: Ricardo Solano (Sra Rushmore)
Account Manager: Jorge Moscat (Sra Rushmore)
Account Director: Patricia De Ferrater (Sra Rushmore)
Account Executive: Lara M. Azcarate (Sra Rushmore)
Head Of Digital: Carlos Murillo (Sra Rushmore)
Head Of Technology: Javier González (Sra Rushmore)
Planner: Pablo Vazquez (Sra Rushmore)
Production Company: (La Joya)
Director: Mario García ()
Producer: Santiago Romero (Sra Rushmore)
Post Production: (Serena)
Sound/Music: (Sirena)

Results and Effectiveness:
Over 370,000 downloads and 230,000 users registered in just two weeks, with one week at the Nº1 spot at the App Store and Google Play. More than 385 million of impacts with an audience over 31.5 million only in Spain, endorsement by famous Spanish TV and radio presenters managed to get entire cities to actively engage with the campaign.

11,021 users passed the ball, with each possessing it for an average of 1.5 minutes. The ball arrived back at the Spanish Red Cross with over €207,000 raised, paying tribute to the efforts of the entire nation to help those who needed it most.

Creative Execution:
In order to incentivize downloads of the App we devised a TV spot, mentions on popular TV and radio shows, digital OOH elements as well as Vodafone-owned media elements.

We booked online and off-line formats capable of synchronizing live with the App in order to ensure that everyone could follow the ball’s journey in real time and find out who had it on their phone. We launched the ball live on Spain’s most popular TV show and we booked live micros for TV and radio, covering news bulletins, sports, magazine programmes in which the presenters kept audiences updated on who had the ball and where they were, transforming them into advocates of the action.
Social networks and digital formats such as banners or outdoor screens automatically communicated with the App’s database, showcasing the name, photograph and location of the campaign’s current star in possession of the ball, in real time.

Insights, Strategy and the Idea:
Pass the Ball is the first App that works only on one mobile phone at a time.

A red ball of solidarity travelled the country from mobile to mobile, propelled by the general public, to raise money for the Spanish Red Cross.

If the ball came to you, you became the campaign star, because everyone knew in real time who had the ball and where they were located, thanks to the App’s live connection with TV, radio, outdoor screens at airports, train stations, shopping centres, underground stations…. as well as the website, banners… even football stadiums.

People nationwide watched out for the person with the ball, because the sooner they passed it, the more money it raised.

Once launched, it would land randomly on someone’s mobile phone, creating a solidarity chain that ended at the Spanish Red Cross, uniting thousands of previously unrelated people who now shared a common goal.