Vodafone: VBOOK

Credits & Description:

Advertiser: VODAFONE
Agency: OGILVY & MATHER
Category: Travel, Entertainment & Leisure
Advertising campaign: VBOOK
Planning Director: Gerry Cyron (Ogilvy Sydney)
Executive Creative Director: Brett Howlett (Ogilvy Sydney)
Executive Producer: Rob Spencer (One20)
Business Director: Nathan Quailey (Ogilvy Sydney)
Senior Art Director: Wellison D'Assuncao (Ogilvy Sydney)
Senior Account Director: Erin Bidder (Ogilvy Sydney)
Producer: Gabe Hammond (One20)
Creative Director: Russell Smyth (Ogilvy Sydney)
Senior Copywriter: Scott Mortimer (Ogilvy Sydney)
Senior Production Manager: Ashley Risstrom (One20)
Implementation
We gave men a way to get away with watching cricket, even when life threatens to get in the way. It was a unique product and engaged people in an entertaining way. There was a Vodafone cricket app streaming all the live cricket action, and a special book to help Aussie men hide their phone from their partner. Each book came with different fake book covers to create an alibi. Books were mailed to media personalities and sportscasters to create a buzz. Books were also mailed to Vodafone customers to incite them to update and pay for their existing cricket app.
Outcome
Books went so fast, we had to reprint them. The goal was 1 million app downloads by the end of the summer. This was exceeded by 300,000 in just 8 weeks. Vodafone became the Number 1 sports app for summer.
Execution
Aussie men suddenly had an alibi for watching the game they love. They could get away with watching 400+ hours of cricket over summer. One product ( the App ) was sold by another ( the book ).
Client Brief Or Objective
Engage male cricket fans and promote downloads of the Vodafone Live Cricket App.