COMMUNICATING ART by OMD Madrid for Vodafone

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COMMUNICATING ART

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Industry Mobile Communications
Media Promo & PR, Case study
Market Spain
Agency OMD Madrid
Producer Susana Barona
Released April 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: VODAFONE
Product/Service: SAMSUNG M310V BY JORDI LABANDA
Date of First Appearance: Apr 18 2009 12:00AM
Entrant Company: OMD SPAIN, Madrid, SPAIN
Ignition Supervisor: Fátima Valverde (OMD Spain)
Producer: Susana Barona (OMD Spain)
Account Director: Noelia Fernández (OMD Spain)
Media placement: Magazines - Yo Dona - 18/10/2009

Results and Effectiveness
The artistic alliance between the world of music and design turned the launch into a collector’s item for fans and trendsetters. On the net, there were one million direct hits from the core target group and some 5,000 plus from direct references. This was an advertising return tripling our investment, leading to a successful sales results.

Creative Execution
We proposed an exclusive, artistically-composed cover for Yo Dona. We wanted to give its readers a new Jordi Labanda design: a new woman’s silhouette with the unmistakable stamp of Mr. Labanda, but inspired by a real woman - a coverwoman. The singer Mai Meneses, then enjoying outrageous success as the lead singer for the group Nena Daconte, was chosen. We created a double cover – using the original layout with a real photo of Mai and then the Labanda design superimposed on that composition. We used the back cover to display a second design of the singer with a 180-degree initial perspective change, a “back shot” where the ad lines stood in for the editorial headlines. Inside the magazine, we managed to get the very unlikely artistic association between Jordi Labanda and Vodafone to be the protagonist of a long exposé. This was an experience that allowed us to gather a ton of unpublished material with which to generate a viral online campaign.

Insights, Strategy & the Idea
With the goal of reinforcing its global differentiation and exclusivity strategy, Vodafone launched a new limited-edition Samsung M310 mobile phone as conceived by Jordi Labanda, the prestigious international designer who has extended his creative touch into the worlds of fashion, architecture and art in general. The phone’s design, based on a peculiar Jordi Labanda-style woman’s silhouette, targeted a feminine audience interested in new trends and the never-ending search for enhanced authenticity. Yo Dona (I, Dame) is the most important women’s-oriented press supplement in the country and an indispensable reference point for this core target group. It is an ideal vehicle for introducing the launch and for making something more of this campaign than a simple ad – that is, news. The idea we proposed was to turn an advertising campaign into an editorial event and, thus, multiply the value of the exclusivity and authenticity of the brand.