Vodafone: INSIDE

Credits & Description:

Category: Best Use of Special Events and Stunt/Live Advertising

Advertiser: VODAFONE

Product/Service: BLACKBERRY MOBILE PLANS

Agency: TANGO

Date of First Appearance: Jan 28 2010 12:00AM

Entrant Company: TANGO , Madrid, SPAIN

Entry URL: http://www.vodafone.es/empresas/descubresuinterior/

Director: Antonio Mendez (Tango)

Creative Director: Jonny Gómez Ponga (Tango)

Art Director/Copywriter: Adrian del Vall (Tango)

Art Director/Copywriter: Jonathan Juliá (Tango)

Account Director: Virginia Mena (Tango)

Planner: Carlos Follana (Tango)

Media placement: Outdoor - Plaza De Callao, Madrid - 28 Jan 2010

Media placement: Online - Vodafone's Microsite - 28 Jan 2010

Media placement: Online - Youtube - 28 Jan 2010

Media placement: Cinema Ad Campaign - Cinemas Accross Spain - 07 Feb 2010



Results and Effectiveness

Results

Outdoor:
-500,000 impacts/one day

Online:
-Web 9,184,785
-Blogs 942,285
-Microsite www.descubresuinterior.com 37,631
-Twitter 11,881
-Facebook 13,203,450
-YouTube 18,492

Mass Media:
-TV (19 shows) 7,927,525
-Press (9 media) 2,194,229

Direct Marketing/emailing:
-Direct marketing 22,800
-Emailing 16,273
-Vodafone’s Employees 5,400



Creative Execution

Design a 360 campaign, based in an innovative way of communication, with new and impressive media deployment.

Channels:
-Outdoor billboard with 3D microfilm.
-Online: microsite, YouTube channel, emailing.
-Direct Marketing: mailing to over 23,000 contacts and 4,500 Vodafone’s employees.
-Cinema Ads: 3D cinema spots.



Insights, Strategy & the Idea

The main objective was to show how far Vodafone’s services could reach in the World of Business.
Target: both final customers and corporate users.
Insight: Inside, discover the possibilities that Vodafone’s Blackberry services could bring to you.