Vodafone DM A CHRISTMAS TALE by Proximity Auckland

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Industry Telecommunications Services
Media Direct marketing
Market New Zealand
Agency Proximity Auckland
Creative Director Dave King
Art Director David Reid
Copywriter Steve Anderson
Designer Jason Vertrongen
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: VODAFONE
Date of First Appearance: Nov 30 2009 12:00AM
Entrant Company: AIM PROXIMITY, Auckland, NEW ZEALAND
Entry URL: http://entry.comps.co.nz/Awards/Addtothestory/index.htm
Programmer: Cameron Crosby (Aim Proximity)
Production Manager: Andrew Simpson (Aim Proximity)
Copywriter: Steve Anderson (Aim Proximity)
Art Director: David Reid (Aim Proximity)
Account Director: Gail Pettit (Aim Proximity)
Designer: Jason Vertrongen (Aim Proximity)
Creative Director: Dave King (Aim Proximity)
Media placement: Website - Vodafone - 30 November 2009
Media placement: Banners - Vodafone - 30 November 2009
Media placement: TEXT - TEXT Message - 4 December 2009
Media placement: EMAIL - Email - 30 November 2009
Media placement: Viral - Video/Youtube/Website - 15 December 2009

Describe the brief/objective of the direct campaign.
Christmas is a time when friends and family connect with each other. Vodafone wanted to encourage their customers to talk more often by making them a seasonal offer: Talk for up to 2 hours for only $2. The challenge was to do so in a way that would stand out in a marketplace crowded with retail messages. With increased competition and some negative sentiment in the market, Vodafone needed a Christmas campaign focused on retention rather than acquisition. We needed to involve our customers in an entertaining way and remind them how much fun it can be to talk.

Explain why the creative execution was relevant to the product or service.
Vodafone is a telecommunications company that is all about getting people talking. Our promotion certainly did that, with social networks and radio buzzing with news of a promotion that involved all Vodafone customers. The talking our customers did contributed to the success of the campaign, with their messages animated in the final video. And lets not forget the offer we were promoting, which encouraged even more talking and Christmas good wishes.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We invited every Vodafone customer by email to help us make a unique Christmas tale. The opening video scene was crafted by us then, sentence by sentence, we would add to the story with suggestions from the public. News of the promotion spread over radio, blogs and on social networking sites. By the time we were done collecting on the day we had more than 3,000 sentences to choose from. The best of those made it into the final script, which we then animated and spread virally, to prove just what you could do through the power of talk.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
539,000 campaign media reach 57,774 unique site visits 3,437 total call received on the day 6,747 watched the animated story The best result of all was that 70% of Vodafone customers attributed a positive association to the brand. Now that’s a story with a happy ending.