Vodafone

The Brief

Vodafone needed to create a launch campaign for their latest mobile phones with music download deals.

With such a high profile brand it was unusual to see that Vodafone had not been performing in the under 25’s market very well and needed to improve customer sales and awareness in this sector.

Our  Response

After careful research and the realisation that the competition was spending heavy in this market with highly targeted youth brand campaigns it became evident that Vodafone had to evolve their branding to inspire youth culture.

Outdoor awareness advertising was used along with Adshel’s. A highly interactive microsite was developed. Direct mail from an organic data base drove customers to the microsite and highstreet shops. Instore point of sale branding informed the customer along with sales promotional literature and giveaways.

The Results

Initially the campaign was only aired in certain regional city’s, but with such a great response the campaign eventually broke nationwide.

Vodafone reported new sales increases in the under 25’s market.

Both brand awareness and data capture increased significantly in this sector.