Category: Best Use of Integrated Media
Advertiser: VODAFONE D2
Product/Service: IMAGE
Media Agency: OMD, Düsseldorf, GERMANY
Head Of Content/Social Media: Dominik Scholta (OMG Fuse)
Project Manager: Dennis Walter (OMG Fuse)
Project Manager: Sebastian Borowski (OMG Fuse)
Director Strategy/Board Member: Christian Göbel (Media Team OMD)
Managing Director: Marcus Lerche (Virtualnights:media)
Founder: Dustin Schöne (Think Big Media)
Media placement: Print - Prinz, Raveline, Groove - 23 June 2011
Media placement: Online - TripleDoubleUU Network, Lastfm.de, Yahoo.de, Virtualnights.de, Facebook, Etc. - 20 June 2011
Media placement: Radio - Radio NRJ, EgoFM - 20 June 2011
Media placement: Out Of Home - Billboards, Posters, Ambient Prints, Etc. - 01 August 2011
Insights, Strategy & the Idea
Challenge: increase brand relevance and attraction for young people by making the intangible telco brand Vodafone tangible and bring the brand promise “power to you” to life.
Insight: belonging and significance are key drivers of youth behaviour. They use social tools to create interaction, which helps them to belong or to become significant. Thereby 90% of youths are influenced by 10% who discover things, make them relevant and spread the word. Still those 10%, call them progressive multipliers, mostly discover exiting content offline, then utilising online tools to share their offline experience with their networks.
To address this insight the brand activation platform “Vodafone Night Owls” was created that aims at combining offline experience with online sharing to the community. The “Vodafone Night Owls” targets the digital affine progressive youths (18-29) highly interested in club culture - increasing its relevance constantly with electronic music influencing pop-music more than ever.
Creative Execution
“Vodafone Night Owls” delivers “next-gen-clubbing” in Germany’s electronic music capitals, enabled by Vodafone, powered by users.
A Facebook profile, mobile and social media, print, out-of-home and guerilla advertising ensured sharply targeted communication with high user involvement.
A “Night Owl” reports:
“Saw a Night Owls billboard downtown. Scanned the QR-Code and downloaded the App. Instantly bought a mobile ticket, voted for my favourite DJ of the night and shared with my friends on Facebook, everybody joined in. At the club the “Fast-Lane” saved us from waiting. We scanned our mobile tickets, got in and received exclusive content like the DJ-set via the App. Paparazzi took pictures at the VIP-photo-wall which appeared promptly in the App. Felt like celebs. Facebook check-ins were rewarded with drinks. Cool, won a VIP-table and a smartphone in the Speed Gaming Zone. What a night! My final Facebook post: Vodafone Night Owls, be there or be square!”
Results and Effectiveness
- Facebook Interaction Rate 15.8% vs 2.65% average within competition and comparable activations
- + 11 pt. increase of Net Promoter Score (Recommendation Rate) in youth target group October 2011 till March 2012 - 3 times better than benchmark
- 69% of event participants stated their increased brand sympathy and relevance in OTG research conducted at the events.