Vodafone Promo, Case study SINGING SUNDAY by LBi

SINGING SUNDAY
The Promo / PR Ad titled SINGING SUNDAY was done by LBi advertising agency for Vodafone in Netherlands. It was released in May 2013.
Advertising campaign for Vodafone

Vodafone: SINGING SUNDAY

Brand
Vodafone
Media
Promo, Case study
Released
May 2013
Posted
May 2013
Market
Netherlands
Industry
Mobile Communications
Agency
LBi

Credits & Description:

Advertiser: VODAFONE
Agency: LBi LOST BOYS
Category: Best Use of Integrated Media
Managing Director: Esther Hendriks (OMD)
Head Of Brand And Marcom Vodafone Netherlands: Eva Zahrawi Ruiz (Vodafone)
Group Strategy Director: Michel Macdonald (OMD)
Executive Producer: Henny Kortland (Talpa Media)
Manager Branded Content: Joyce Borghardt (RTL Nederland)
Manager Digital Media: Sjoerd Demaret (Talpa Media)
Manager Online Marketing: Steven Schmitz (Vodafone)
Managing Director: Michiel Dieperink (OMD/Fuse)
Manager Media And Marcom Planning: Willem-Albert Bol (Vodafone)
Technical Project management: Gijs Zonneveld (LBi Mobile)
RTV Strategy Director: Ilja Loeffen (OMD)
Owner: John De Mol (Talpa Media)
Sponsor Manager: Marit Dekker (Talpa Media)
Director Lbi Mobile: Michiel De Gooijer (LBi Mobile)
Senior Accountmanager Branded Content: Maarten Van Maaren (RTL Nederland)
Branded Content Manager: Ramon Mesman (Talpa Media)

Execution
The creative media idea was created by the media agency and developed in partnership with content and technical developers.To turn viewers into performers we created a unique broadcast concept, with a new TV moment and a new app: the interactive rerun The Voice of Holland Singing Sunday.Every Sunday afternoon there is a karaoke-edition of performances of the big Friday live shows. Everyone with a smartphone or tablet is able to sing along through this mobile video app, and show his or her best performance. All uploaded video content can be viewed, shared and rated within the app. The badges people earn within the app stimulate them to participate and to share their efforts within the app and through social media. A compilation of the most entertaining videos is broadcasted during every next TV show.Commercial promo’s and in programme moments were used to create awareness for the activation.

Effectiveness
Together with Vodafone, the Voice of Holland broke its own audience participation record with this integrated media approach. An unprecedented 38% of the viewers were activated and downloaded the app. More than 50% of the participants uploaded a video within the app. After only 10 weeks airtime:21% of the viewers knew that Vodafone sponsors the program. 73% of the target audience (aged 20-59) knew the Singing Sunday App by name, (18% knew the app reasonably well.)

Strategy
Since 2010 Vodafone’s objective is to encourage mobile data usage. Therefore Vodafone started a partnership with The Voice of Holland (TVOH), to make mobile data usage engaging. During TVOH 1, for the first time viewers were enabled to join the conversation, by integrating the social media layer in the RedRoom. In the 2nd season (2011), we made Vodafone’s role towards the audience more interactive by leveraging the ‘second screen’ with the HomeCoach app. Making The Voice the most interactive branded entertainment platform of the Netherlands, with 24% audience participation.In this campaign (3rd season, 2012), we aimed to take our partnership to the next level. The challenge? Engaging the audience by leveraging the most extensive use of mobile data: video.The ultimate way for consumers to participate even more is to join the talent show. Based on this insight we created a new strategy: change the audience into performers.