THE VODAFONE BUSINESS CARD REVOLUTION by Jung Von Matt Germany for Vodafone

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THE VODAFONE BUSINESS CARD REVOLUTION

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Industry Mobile Communications
Media Direct marketing
Market Germany
Agency Jung Von Matt Germany
Art Director Simon Hiebl Jung Von Matt Ag
Copywriter Christian Meyer Pedersen
Designer Dennis Galle
Account Supervisor Henner Bloemer
Released January 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: VODAFONE D2
Product/Service: VODAFONE BUSINESS SIM CARD
Agency: JUNG von MATT
Chief Creative Officer: Goetz Ulmer (Jung von Matt)
Chief Creative Officer: Fabian Frese (Jung von Matt)
Creative Director: Simon Hiebl (Jung von Matt)
Art Director: Simon Hiebl (Jung von Matt)
Copywriter: Christian Meyer (Jung von Matt)
Account Supervisor: Henner Bloemer (Jung von Matt)
Account Manager: Niklas Feuerle (Jung von Matt)
Account Manager: René Requardt (Jung von Matt)
Junior Account Manager: Frederick Braake (Jung von Matt)
Agency Producer: Philipp Wenhold (Jung von Matt)
Designer: Dennis Galle (Jung von Matt)
Production Company: (PrintArena/P.O.P. Werbeteam)
Media placement: Business Cards - Vodafone Marketing Department - 30th January 2012

Describe the brief/objective of the direct campaign.
Vodafone Germany’s wanted to increase sales of it’s 'CallYa' Prepaid Card. But the German prepaid market is highly competitive and you have to use a lot of media spending to create impact. Unless you come up with an idea that uses the company’s ressources in a new and smart way. The goal: generate trials among potential customers that thereby lead to higher sales.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The cheapest form of direct marketing is mouth-to-mouth propaganda. And we used it! We used the 12,000 Vodafone employees as one big army of direct sales promoters. Simply by giving them the ultimate tool: a business card with an integrated SIM Card. The receiver of the business card was provided with a fully working Prepaid Phonecard with a credit balance of €10 included. He could easily remove the SIM, put it into his cell phone and test the superior quality of the Vodafone network. Afterwards he could even recharge it and use it as a regular PrePaid Card.

Explain why the creative execution was relevant to the product or service.
With Vodafone's new Business SIM Card every business meeting became a trial promotion. Not only for a short period of time, but constantly and 365 days a year. Every Vodafone employee became a brand ambassador. And a lot of business partners and contacts became new customers. And it has a great brand fit, too. The shape of the SIM Card carrier is nearly the same as a standard business card. So the new Business Card accentuates the Vodafone DNA in a perfect way.

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.
The Vodafone Business Card Revolution had huge impact on Vodafone Germany. It was more than a marketing campaign, it changed the employees and customers view on the company and product: The Vodafone staff were thrilled and proud of their new Business cards. The business contacts were impressed when they received it.
And therefore Vodafone could increase their sales of the 'CallYa' Card, by 14% in 2011, leading to increased market shares of 34% in 2011.