Vodafone Ambient, Case study DIGITAL PUBLIC LIBRARY by BV McCann Erickson Bucharest

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DIGITAL PUBLIC LIBRARY

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Industry Telecommunications Services, Mobile Communications
Media Ambient, Case study
Market Romania
Agency BV McCann Erickson Bucharest
Executive Creative Director Catalin Dobre
Art Director Ionut Cojocaru
Client Service Director Dana Hogea
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Commercial Public Services, incl. Healthcare & Medical Silver
Media Lions Use of Media; Best Use of Ambient Media: Large Scale Silver
Direct Lions Best Use of Direct Marketing; Ambient Media: large scale Bronze

Credits & Description

Type of entry: Best Use of Direct Marketing
Category: Ambient Media: large scale
Advertiser: VODAFONE ROMANIA
Product/Service: MOBILE INTERNET
Agency: McCANN ERICKSON Bucharest, ROMANIA
Creative Partner: Adrian Botan (BV McCann Erickson)
Executive Creative Director: Catalin Dobre (BV McCann Erickson)
Group Creative Director: Ioana Filip (BV McCann Erickson)
Art Director: Ionut Cojocaru (BV McCann Erickson)
Client Service Director: Dana Hogea (BV McCann Erickson)
Group Account Director: Doina Ionescu (BV McCann Erickson)
Account Executive: Andreea Spilca (BV McCann Erickson)
Photo Producer: Roxana Zaharia (BV McCann Erickson)
Group Account Director: Anca Dumitrache (Universal Media)
Media Manager: Adelina Din (Universal Media)
Out-Of-Home Buying Director: Gabriel Andrei (Universal Media)
Out-Of-Home Buyer: Lucia Bogdaneanu (Universal Media)
Corporate Public Relations Manager: Carmen Bistrian (BV McCann Erickson)
Describe the brief from the client
Vodafone is investing €500m in data network infrastructure. In 2012 we had to find a way to increase mobile Internet trial.

Creative Execution

The Digital Public Library was the perfect product to promote the mobile Internet trial by creating a new social habit in Romania: reading from smartphones and tablets.


Creative Solution to the Brief/Objective.

We created the first Public Digital Library in Romania, an out of home product that combines mobile technology and free education. People could get their favorite book just by scanning the QR code in our library. We launched it places of transit with high traffic like train stations, malls, subway stations, city walls and stores.
The initiative got media attention and besides the massive coverage of our library, the main TV channels joined us to support the digital reading cause by offering tutorials in their high audience shows about reading on tablets and smartphones.


Results

3 times more downloaded books than the biggest e-books retailer in Romania
61,228,185 media impressions
€440,074 worth of earned media
52% brand buzz, the highest level of buzz registered for a telecom company in Romania, in 2012