Category: Best Use of Branded Content & Sponsorship
Advertiser: VODAFONE
Product/Service: VODAFONE
Media Agency: OMD, Amsterdam, THE NETHERLANDS
Marketing Director: Bart Hofker (Vodafone)
Media/Marcom Planning Manager: Willem-Albert Bol (Vodafone)
Brand Activation Manager: Bas Redhead (Vodafone)
Managing Director: Esther Hendriks (OMD)
Managing Director: Michiel Dieperink (OMD Fuse)
Strategy Director RTV: Ilja Loeffen (OMD)
Client Services Director: Ludovic Van Mierlo (OMD)
Owner: John De Mol (Talpa Media)
Manager: Ramon Mesman (Talpa Media)
Sales Manager Branded Content: Joyce Borghardt (RTL Nederland)
Digital Director: Sjoerd Demaret (Talpa Media)
Digital Director: Arthur Clement (RTL Nederland)
: (Icemobile)
Media placement: TV Shows + Usage Moments - RTL4 - 23 Sept 2011
Media placement: Billboards + Breakbumpers - RTL4 - 23 Sept 2011
Media placement: Homecoach App - RTL4 - 23 Sept 2011
Media placement: V-Reporters - RTL4, Facebook, Twitter, Site + Mobile Site - 23 Sept 2011
Media placement: In-Program Branding - RTL4 - 23 Sept 2011
Media placement: Full Retail Comms Theme + Pack (Pre And Post Paid) - All Shops In The Netherlands - September 2011
Media placement: Red Room - RTL4 - November 2011
Media placement: Telesales On Voting (Text/voice) - Call Center - November 2011
Media placement: Incentive Programs Resellers - Facebook E-Shop - Social Media Voting
Media placement: Hospitality Program - Community Management - Print + Online Advertising
Insights, Strategy & the Idea
In 2010 Vodafone, 2nd biggest mobile phone operator in NL, wanted to push the use of mobile internet, by positioning itself as THE provider for data.
Key insight: people don’t consume data, they consume emotions!
The strategy: make The Netherlands fall in love with data. We therefore created a social object: a media event through which Vodafone could display its capabilities as a mobile internet provider and simultaneously engage and connect with our target audience (every person in Holland!): The Voice Of Holland. Series 1 was a huge success. For series 2 we wanted to take things to the next level. Not simply demonstrate, but provide a truly engaging and integrated experience for the viewer.
By reaching 3,000,000 viewers on average per show (on a total population of 17 million) and one in every five(!) viewers actually playing Vodafone’s ThuisCoach (home coach application) we exceeded our objectives by far.
Creative Execution
Exclusive online content through Vodafone’s V-Reporters, in-program item the Vodafone Red Room, tweets and Facebook updates on TV all stimulated the target audience to interact via mobile internet. Via break bumpers, cromo’s and TV-billboarding we claimed ownership of the show and all its digital services. Much like we did during the groundbreaking first season, but with even more stunning results.
This year’s additions:
- ThuisCoach: after downloading you were able to experience being a coach through all phases of the program, each phase with its own gameplay. The results of the Thuiscoach were reported back into the TV show, providing a truly integrated experience
- Further activation of our V-reporters for more social media activity
- More social media in Vodafone’s hub (Red Room)
- Turn Vodafone shops into Red Rooms
All this facilitated the direct emotional connection via the mobile phone / mobile internet.
Results and Effectiveness
(NL: 17 million inhabitants)
• Marketshare: +6.4% (2011)
• Data subscriptions: 3% of TV-audience bought as result of TVOH (approximately €43 million(!) turnover)
• Relevant image parameters changed (index: viewers with sponsor association versus non-viewers): "Vodafone:
o “makes mobile internet simple and easy to use” (233)
o “offers the best mobile internet experience” (213)
o “Mobile internet by Vodafone is really something for me” (216)
• Talent show: best watched ever
• Sponsor association: 65% (benchmark 39%)
• Mobile site: 957,000 visits
• Videoviews: 12.5 million
• ThuisCoach: 650,000(!) downloads; 600,000 active players, being 1/5 of viewers
• Social media: 400,000 followers
• #TVOH: weekly worldwide trending topic