Category: Best Localised Campaign
Advertiser: VODAFONE
Product/Service: UK NETWORK PROVIDER
Media Agency: KINETIC WORLDWIDE, London, UNITED KINGDOM
Head Of Marketing Communications: Fiona Mayo (Vodafone UK)
Business Director: Adrian Skelton (Kinetic Worldwide)
Managing Director: Andrew Barnett (Ubiquitous)
Media placement: Out Of Home Campaign - London Taxi Wraps - 2 May 2011
Media placement: Out Of Home Campaign - Interior Taxi Media (Inc Mobile Phone Chargers & Branded Receipts) - 2 May 2011
Insights, Strategy & the Idea
Vodafone developed a long term communication strategy around a real consumer experience in the UK’s capital city, London, where competition among mobile service operators is intense.
With excitement generated from the Royal Wedding and the up-coming 2012 Summer Olympics, Vodafone built on the energy surrounding London and looked to create a deeper brand relationship with local consumers, amidst intense local competition.
As the only British-owned network (and the most valuable British brand), Vodafone proudly launched a unique communication targeted at a wider London audience and imposing a dominant presence of Vodafone in the city.
Relying on the consumer experience, this strategy promoted London patriotism and pride while also emphasising its value in the local market. The strategy leveraged the distinct message “London’s Calling” pulling together an experience in a relevant way for Vodafone that would strongly emphasise the brand value to people in the market.
Creative Execution
The strategic solution put Vodafone at the heart of London in one of the biggest taxi ‘wrapping’ campaigns ever seen. Over 1,000 traditional London taxis were covered in bold and colourful Union Jack branding, featuring 2,000 London street names - from London’s most iconic to the smallest - creating a unique affinity with locals, not just tourists.
100 cabs were wrapped in specially commissioned artwork, designed by British fashion designer Christopher Kane.
All 1,000 taxis were installed with retractable mobile phone chargers allowing people to talk and charge simultaneously. Interior media featured ongoing Vodafone advertising. Branded receipts ensured customers could take the experience away with them. A payment system allowed Vodafone-enabled customers to add the fare onto their mobile bill, adding real value to the experience.
Results and Effectiveness
Research amongst Londoners identified 40% recall in August - significantly higher than any other taxi campaign - rising to 60% by October. A quarter of Londoners saw the campaign at least daily.
Over half of those exposed to the campaign are now more likely to consider Vodafone. Over half (53%) of non-customers are more likely to consider; 65% of Vodafone customers now feel closer to the brand.
Half of Vodafone taxi riders used the in-taxi charger, generating an overwhelmingly positive perception of Vodafone.
The campaign, which continues throughout 2012, was immediately featured in 41 press articles and social media.