Advertiser: VODAFONE
Agency: PROUD
Category: Best Use of Integrated Media
Media Assistant: Ádám Czinkota (OMD Hungary )
Head Of Brand: Béla Szabó (Vodafone Magyarország )
Account Director: Judit Mátraházi (OMD Hungary )
Account Director: Judit Török (OMD Hungary )
Creative Director: Dávid Ráday (Proud )
Managing Director: László Mező (OMD Hungary)
Senior Brand Public Relations Manager: Katalin Kovács (Vodafone Magyarország )
Integrated Communications Expert: Tamás Cseh (Vodafone Magyarország )
Online Communications Manager: Zoltán Varga (Vodafone Magyarország )
Senior Pr Manager: Szilvia Fülöp (Vodafone Magyarország )
Senior Planner/Buyer: Ágnes Tóth (OMD Hungary)
Activation Specialist: Bence Boros (Vodafone Magyarország )
Planner/Buyer: Regina Kemerle (OMD Hungary )
Cretaive Producer: Oliver Lehel (Proud )
Integrated Communications Senior Manager: Virág Járási (Vodafone Magyarország )
Strategy
Vodafone faced serious challenges; it’s becoming harder to gain new customers on the oversaturated market. In a consumers’ evaluation, Vodafone was behind its competitors in branding and network. During the sector’s ‘network speed war’, Vodafone decided to define distinct objectives than other providers by offering the biggest 3G coverage and real user experiences. The campaign aim was to increase brand and network perception. We targeted people open to technical innovation, smart devices, even if they don’t own any yet, the broader audience was all mobile phone customers. By covering 90,1% of Hungary, Vodafone opened new perspectives in mobile internet. They started something new and created a 4 day long Festival of the first Downtown Grand Prix with Jensen Button demonstrating the speed and unlimited coverage of 3G network by ‘share immediately your experience from anywhere’ effect. Through McLaren F1 car, we symbolised the freedom of mobility, the speed and network coverage.
Effectiveness
The campaign generated outstanding results: 125.000 participants on the event, GP followed by 1.35 million people on TV (AGB Nielsen), 52.000 viewers were streaming it online (Ustream), 300 user-generated event-videos were uploaded on YouTube. According to TNS Hoffmann Tracking in May vs. Q1 2012 the proportion of primarily targeted people choosing Vodafone as the provider with the best coverage increased by 9%. Vodafone’s Promoter Score took over Telenor by 13 and T-Mobile by 3 points, which is 43% improvement. Within the primary target group, positive answers increased by 10% for the question 'how fast and reliable the Vodafone network is.'
Execution
The media appearances' task was to demonstrate the benefits of renewing 3G network; raise interest in the event and use solutions supporting brand experience. Backbone of the campaign was TV and Billboard to guarantee reach. For 10 days before the event 4 different spots were aired on 14 channels, promoting the 3G coverage growth and the event. The countrywide Billboard campaign visualized the network coverage. We also advertised in sport themed newspapers and magazines (printed and online). Around the event, we created unusual ads to gain the customers’ interest: platform posters in the tube, whole advertising pillars, big expanding online banners, mash. We focused on mobile by placing ads at popular mobile sites. We optimized the event’s site for mobile, where the ‘Downtown GP’ was streamed live. By this, we could boost the number of participants and let anyone test Vodafone’s network through involving them in a unique online experience.