Vodafone: DON´T MISS ANYTHING

Credits & Description:

Advertiser: VODAFONE
Agency: WINK
Category: Commercial Public Services incl. Healthcare & Medical
Advertising campaign: YU: DON´T MISS ANYTHING
Account Director: Marcos Palomares (Wink)
Creative Director: David Amo (Wink)
Partner: Alejandro Estévez (Wink)
Partner: Gabriel Sáenz De Buruaga (Wink)
Strategy Director: Gonzalo Madrid (Wink)

Strategy
Increasing sales for the 14-22-years-old target group (difficult to achieve in Spain).Rejuvenating the brand positioning in those spaces where young people communicate and develop their relationships.The current share (figure) and perception (preference figure) of Vodafone for the youth segment is not relevant.Young people are always connected through technology. They don’t have any schedule to consume contents and they don’t want to miss anything.Brands and Media have schedules, they are slow - they are getting old.Reinvent how Brands connect with Young peopleThree daily hours of entertainment in a multi-window content platform, where the brand is the message rather than the add.A program at the service of young people to create a unique content together and help them not to miss anything.Young people get closer to the brand. They listen to us and choose us.

Effectiveness
Vodafone achieves its goal of getting renewed and approaching the target group.ARPU increased 40%NPS increased x9Sales increased 227%Top 1 content in the young people target group for its time slot+3 million viewings in all platforms and increasing+600.000 people daily interacting with the brand during an average time of 12 minutesTicket sold out in 100% of live shows

Execution
Collaboration was close and seamless from the beginning, understanding the strategy and code to be used, selecting and strengthening all the media relevant for the target in order to increase spreading.The key was in researching together how the idea could be maximised with all the project contents in order to reach our target group in the media where they already were. We negotiated and presented new proposals that the major media had not considered so far. Agreements have been reached with a big communication group (PRISA) and with the local platform (social network) most followed in the target group (TUENTI).