Vodafone: THE VOICE OF HOLLAND

Credits & Description:

Category: Best Use of Branded Content

Advertiser: VODAFONE

Product/Service: MOBILE INTERNET

Date of First Appearance: Aug 1 2010

Entrant Company: OMD NETHERLANDS, Amsterdam, THE NETHERLANDS

Entry URL: http://www.thevoiceofholland.com/

Strategy Director: Olger Smit (OMD)

Managing Director: Esther Hendriks (OMD)

Managing Director Fuse: Michiel Dieperink (OMD)

Strategy Director: Ilja Loeffen (OMD)

Director of Consumer Business Unit: Bart Hofker (Vodafone)

Brand Activation Manager: Bas Redhead (Vodafone)

Manager Media / Marcom Planning: Willem Albert Bol (Vodafone)

Manager Digital Media: Sjoerd Demaret (Talpa)

Senior Account Manager: Arthur Clement (RTL)

Manager Branded Content: Ramon Mesman (Talpa)

Salesmanager Co Creatie: Joyce Borghart (RTL)

Account Manager Branded Content: Joyce Kaatee (RTL)

Strategy & Development Director Digital: Franc Goebbels (OMD)

Digital Director: Joris Bouman (OMD)

Client Service Director: Ludovic van Mierlo (OMD)

Media placement: Branded Promos On TV - RTL Network - August 1 2010

Media placement: Online Auditions Promotion / Website Live - RTL Online And Social Media - August 15 2010

Media placement: 1st Air Date Program: The Blind Auditions, Inprogram, Billboards, Promos - RTL 4 - September 17 2010

Media placement: Mobile Site & App Live, Supported Inprogram And Brand Promotion - Promotion Via RTL Network - October 1 2010

Media placement: Finalists' Social Media Accounts Are Introduced - RTL 4, Social Media, RTL Online, Program Website - November 5 2010

Media placement: 1st Live Show: Viewer Interaction Reaches Full Scale Via In Program "Red Room" - RTL 4, Social Media, RTL Online, Program Website - November 12 2010

Media placement: The Voice Of Holland Final - RTL 4, Social Media, RTL Online, Program Website - Januari 21 2011



Insights, Strategy & the Idea

Vodafone, the 2nd biggest mobile phone operator in The Netherlands, wanted to push the use of mobile internet, increase brand preference and increase the number of subscribers by positioning itself as the provider for mobile internet. Vodafone is a well known operator, but consumers do not specifically consider it to be the best mobile internet provider. Key insight: people do not consume data, they consume emotions! Especially when using the internet via mobile devices: mobile use of the internet is often for social networking (over 40% of all Facebook use is mobile). There lies a huge opportunity in creating a social object: an event that makes people want to get involved and want to share their emotions. We developed a media event with which Vodafone could display it’s capacities as mobile internet provider and on the other hand our target audience (every person in Holland!) could feel emotionally engaged with.



Creative Execution

Together with TV-production house Talpa we developed the most interactive talent show ever: The Voice Of Holland (TVOH). We set out to create an emotional bond between the TV-viewer at home and the talents battling for eternal fame in the show. And we succeeded. The direct connection to exchange emotions between the both was provided via the mobile phone / mobile internet. Online auditions, V-Reporters content, Backstage content, in-program items like the special (Vodafone) Red Room, Tweets and Facebook updates on TV etc. etc. all stimulated the target audience to interact via the mobile internet. Via break bumpers, Cromos and TV-billboarding we claimed Vodafone’s ownership of the show and digital services. Via unique online content, content in social media and mobile content we created an extra push towards the mobile internet. Finally via presence at all offline events (inclusive large concerts) we underlined Vodafone’s key role.



Results and Effectiveness

- 3% of TV-audience said they subscribed to a Vodafone mobile internet contract as a result of the show.

- Score on claim “Vodafone offers the best mobile internet experience” +17%.

- “Vodafone mobile internet is perfect for me” +20%.

- 2.4 million unique visitors visited the TVOH-website.

- Hundreds of thousands of follower on Facebook, Twitter and Hyves (spread over several pages).

- Over and over again TVOH was worldwide Twitter-trending topic.

- 25% of all Twitter-users in Holland posted a Tweet during TVOH finals.

- 2 of 3 Top-3 operators lost market share, Vodafone grew 6.9% in 2010!