Vodafone: A MILLION DELIGHTS

Credits & Description:

Category: Best Use of Online Advertising

Advertiser: VODAFONE

Product/Service: TELECOM

Date of First Appearance: Nov 1 2010

Entrant Company: MAXUS, Mumbai, INDIA

National Business Director: Unny Radhakrishnan (Maxus)

Business Director: Vishal Jacob (Maxus)

Business Group Head - Digital: Peter Nadar (Maxus)

Group Head - Creative: Anthony Pereira (Maxus)

Business Executive - Digital: Shubham Garg (Maxus)

Business Director - Ad Ops: Sudipto Das (Maxus)

Media placement: Online Media - In.com - 1 November 2010

Media placement: Online Media - Indiatimes,com - 1 November 2010

Media placement: Online Media - TimesofIndia.com - 1 November 2010

Media placement: Online Media - Economictimes.com - 1 November 2010



Insights, Strategy & the Idea

Background & Challenge:

Vodafone launched a loyalty campaign called “Vodafone Delights” which promoted exclusive offers across categories for Vodafone consumers. The TVC had launched the campaign but the registrations were low. The challenge therefore was to craft a communication architecture that would increase registrations for the program by 25%



Target Audience & Communication Objective

The communication was targeted to two sets of audience

Vodafone Users – to increase sign-ups for the program

Non Vodafone Users – to join the Vodafone community by making them realize what they were missing out on.



Insight:

A series of response test showed two very clear insights

1) Users respond to any communication on topics that are of interest to them

2) The response to an ad increased if it was personalized using his/her name



It was therefore clear that the communication had to be personalized and customized to every individual.



The Idea:

Personalize & customize the homepages of key Indian portals to every individual with Vodafone content relevant to individual’s areas of interest.



Creative Execution

Interest levels could be captured through cookies that track browsing patterns and content could be customized through a CMS platform. The two however have never been integrated before.



This executional challenge was addressed in 3 steps.



Step1: Profile users on interest levels that were done through cookies that tracked the content consumption patterns of users on portals.



Step2: Making medium the message - Media portals created a replica of their very own site which would house content that covered a whole gamut of offers and promotions from Vodafone in different categories



Step3: Personalize the content - Banners ran on portals which asked users for their names and if they were a Vodafone subscriber. Their names were then matched to their browsing patterns and offers relevant to them was personalized and highlighted. For non-Vodafone consumers a similar display of content was shown only to make them realize what they were missing out on.



Results and Effectiveness

- Delivered on business objectives - Conversion rate on registrations increased from 3% to 33% as against a targeted 25%

- Delivered on communication objectives – Increase in interaction rates from 0.5% to 23.3%

- The communication was a delight - A roadblock on one of the portals (in.com) showed a sharp increase (20%) in the time spent, just for the banner.



Awards & Recognition

- “Best use of Internet & Digital Media” - Abbys (Goafest) 2011