Category: Best Use of Audio
Advertiser: VODAFONE
Product/Service: VODAFONE
Media Agency: OMD, Istanbul, TURKEY
Vodafone Team: Vodafone Team (OMD)
Media placement: Radio - VIRGIN RADIO - 20 Ekim
Media placement: Radio - ALEM FM - 20 Ekim
Media placement: Radio - BEST FM - 20 Ekim
Media placement: Radio - CAPITAL RADIO - 20 Ekim
Media placement: Radio - CNN TÜRK RADYO - 20 Ekim
Media placement: Radio - NUMBER ONE FM - 20 Ekim
Media placement: Radio - KRAL FM - 20 Ekim
Media placement: Radio - İSTANBUL FM - 20 Ekim
Media placement: Radio - JOY FM - 20 Ekim
Media placement: Radio - SUPER FM - 20 Ekim
Insights, Strategy & the Idea
In mobile communications, one of the most annoying consumer experiences is the drop calls.
Vodafone had a major consumer perception barrier on this matter despite all efforts and huge investments behind network infrastructure. People tend to perceive Vodafone’s network quality much lower than reality.
We had to find a very impactful solution to address the barrier.
Our key message was: “Vodafone offers uninterrupted communication with minimum drop call rate thanks to investments made for Network quality”.
Therefore, we decided to own the ‘drop moments in life’- the instances where people’s lives are interrupted beyond their control. They feel annoyed at most; or they stand to them with boredom.
Research was showing that Radio is one of the main media consumed by people after a long tiring day on the way to home, in cars or via web from mobile phones.
Thus, we created a shocking drop moment on Radio.
Creative Execution
We blocked 18 top reach national radio stations at the same time with ‘static’ during drive time. This static was long enough to give the feeling that broadcast was cut. By airing the annoying voice at the same time, we made our target audience think the cut was a general problem affecting all channels at the same time.
After 30 seconds of static, our message was aired, saying ‘how we understand the pain of disruption and for that reason Vodafone invested heavily to minimize the drop calls and if a Vodafone user faces a drop call, Vodafone gives money-back guarantee.’
Results and Effectiveness
The success of the total campaign along with other “drop moment” projects was reflected in Vodafone Turkey NPS (Net Promoter Score):
- During the campaign period, Vodafone’s Net Promoter Score increased by 7 points.
- Network and Coverage quality as a “driver of promotion” increased by 10 points.