Vodafone Ambient, Case study Vodafone by BV McCann Erickson Bucharest

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Industry Mobile Communications
Media Ambient, Case study
Market Romania
Agency BV McCann Erickson Bucharest
Released April 2011


Golden Drum 2011
Public relations Marketing PR Golden Drum Grand Prix

Credits & Description

Product and services category:
Vodafone Mobile Broadband
Brand name:
Vodafone Romania
Advertising agency, city:
BV Mccann Erickson, Bucharest
Art director:
Ionut Cojocaru, Razvan Chifu
Catalin Dobre
Creative director:
Adrian Botan, Catalin Dobre
Sorin Florea, Carioca
Director of Photography:
Max Lemnij
Project manager:
Dana Hogea, Doina Ionescu, Andreea Harjanu, Ruxandra Stanescu, Alexandru Platon
Shukar Collective
Florin Serban
Production company:
Mitra Film - Abis Studio
Catalin Dobre

Other credits:
Director of Photography: Max Lemnij

Creative idea explanation:
Vodafone, the second biggest telecom operator in Romania, has the best 3G coverage and fastest connection speed in Romania. As more people use mobiles to access Internet, we had a powerful differentiator at hand, and it was natural to position Vodafone as having "the best data coverage in Romania". We had to make this promise relevant to all customers alike, young and old, consumer and business. Our challenge was to translate a rather abstract, tech-based proposition into common sense, and be credible while doing why. This is why we chose to show the role Vodafone's data coverage could play in people's lives. We looked for a real, emotional event Romanians could connect to, the best pretext to demonstrate Vodafone's mobile features.Cristian Chivu could easily be considered the Romanian football player of the moment. He played for the Italian football team Inter Milan and was also the captain of the Romanian National Team. Although at the peak of his career, he couldn't forget where he started from, a small town in Romania called Resita. His biggest wish was to give back his knowledge and skills to his original roots, being involved in the development of the local talent. He promised the children from Resita's junior team that he would train them, although he could hardly find time between trainings and football games. This is where Vodafone stepped in and offered its support. Due to the great capacities of its 3G network, Vodafone created a never - seen before experiment: the first training session held with the help of the Internet. With the support of the operator's network, Chivu trained the kids over the course of a week, becoming the first "Online Coach" for the first "team trained online" in the history of football. The whole footage was transformed into our integrated advertising campaign, proving that technology can be used for more than pragmatic purposes, it can be forged into fulfilling the dreams of 20 children and firing up the ambition of many more.