STREET MAGIC by BV McCann Erickson Bucharest for Vodafone

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STREET MAGIC

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Industry Mobile Communications, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Romania
Agency BV McCann Erickson Bucharest
Strategic Planner Diana Ceausu
Released August 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: VODAFONE
Product/Service: MOBILE PHONE INSURANCE
Agency: McCANN ERICKSON ROMANIA
Date of First Appearance: Aug 5 2009 12:00AM
Entrant Company: McCANN ERICKSON ROMANIA, Bucharest, ROMANIA
Creative Partner/Regional Entrepreneur: Adrian Botan (McCann Erickson Romania)
Group Account Director: Dana Hogea (McCann Erickson Romania)
Copywriter/Group Creative Director: Catalin Dobre (McCann Erickson Romania)
Senior Art Director: Razvan Chifu (McCann Erickson Romania)
Account Executive: Andreea Harjanu (McCann Erickson Romania)
Strategic Planner: Diana Ceausu (McCann Erickson Romania)
Audio/Video Producer: Alexandru Platon (McCann Erickson Romania)
Media placement: Guerrilla Marketing - Direct Marketing (Unconventional Flyers) - 5 August 2009

Results and Effectiveness
People couldn’t be more surprised when they acknowledged the presence of foreign objects in their bags or pockets. The strength of the creative came from confronting people with the very position they never envisaged themselves in: that of victims, as well as providing them with information about our insurance offer, exactly at the moment they realised their vulnerability.

Creative Execution
Our educated guess was that if people realised how vulnerable they were to phone theft, they would at least show interest in Vodafone’s insurance offer. So we hired professional “street magicians” to slip informational flyers promoting Vodafone’s Insurance service into their bags, pockets or any other place they keep their phones.

Insights, Strategy & the Idea
Vodafone had an interesting, never-communicated-before service: an insurance offer for PostPaid customers covering mobile devices theft. Given the uniqueness on the market, Vodafone wanted to test the potential of further advertising this service as a competitive advantage.