Category: Best Use of Screens
Advertiser: VODAFONE
Product/Service: VODAFONE
Media Agency: OMD, Istanbul, TURKEY
Vodafone Team: Vodafone Team (OMD)
Media placement: TV - ATV - 12 March
Insights, Strategy & the Idea
Vodafone had the challenge to increase the number of mobile internet users and data volume.
However, majority of the internet users in Turkey still don’t feel the need for Mobile Internet.
‘Why would I need mobile internet? ‘How do I use it?’
We needed to show the “real life experiences” for mobile internet.
Current penetration is 10 % only. Our target audience is broad.
We had to visualize the experience vividly and through a mass communication channel!
According to research, current mobile internet users were heavily enjoying the experience in three major areas: Search, Social Networking and Video.
We invented 3 different solutions visualizing these 3 areas on TV. They all embraced the popular TV content with a surprise effect. All were aired right during the “need moment” to resonate with the audience mindset and showed them both “how” and “why” to use Mobile Internet.
Creative Execution
For Search: In “Who Wants to be a Millionaire, right after the contestant picks answer and the tension started, we aired the phrase: “The answer is in the break”. Vodafone handset appeared on the screen, searching for and finding the answer to that question. In parallel, our motto appeared “Find every answer via mobile internet whenever, wherever".
For Video: We cut a top serial at its most exciting moment with ad bumpers and said:” Program will continue during the break”. Audience continued watching the program within a Vodafone handset screen. Our motto appeared in parallel: “Watch your favorite serial via mobile internet whenever wherever”.
For Social Networking: We launched a hashtag ‘#derbyoftheyear on the most popular Football Channel on Derby day. We aired audience tweets for 8 hours in a row, and in parallel to our message: “Be a part of football conversation via Vodafone mobile internet, whenever, wherever.
Results and Effectiveness
Mobile Internet campaign got significant business results:
- The opt-in target over-achieved: 117 Index in 66% of the time elapsed.
- Even though the activations happened after the 2nd week of the campaign and the opt-ins already were in a natural declining trend; # of opt-ins during the activation week indexed 110 to all days’ average.
#derbyoftheyear hashtag instantly became the trending topic 8 hours before the game. It stayed for 12 hours with more than 40.000 tweets. It became global trending topic.
12 million people watched their favorite serials live from Vodafone mobile handset.