JOKOS 360 APP TRIP by OMD Berlin for Vodafone

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JOKOS 360 APP TRIP

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Industry Mobile Communications
Media Promo & PR, Case study
Market Germany
Agency OMD Berlin
Director Robin Pollak
Released November 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: VODAFONE D2
Product/Service: VODAFONE 360 MOBILE PHONE
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: OMD GERMANY, Dusseldorf, GERMANY
Director Strategy/Board Member: Christian Goebel (Media Team OMD)
Media Planning: Susana González Alvarez (Media Team OMD)
Media Planning: Isabelle Strickstrock (Media Team OMD)
Group Manager Planning: Dominik Scholta (Media Team OMD)
Sponsoring Manager: Christian Schmitt (Vodafone D2)
Head of Media: Ekvard Baar (Vodafone D2)
Marketing Cooperations Manager: Stephan Beyschlag (MTV Networks Germany)
Director: Robin Pollak (MTV Networks Germany)
Group Account Director Marketing Partnerships: Kai Ladwig (Viacom Brand Solutions)
Director Fuse: Marc Sickfeld (Awards only) (Omnicom Media Group Germany)
Media placement: TV - MTV - 18/11/2009
Media placement: Digital - MTV - 16/11/2009

Results and Effectiveness
The results were as surprising as the campaign, proved by internal research and Vodafone sales data (basis: relevant target): • “Vodafone 360” cell: 61% share of planned FY-sales during campaign period (+ 20% vs.target) • 11% new clients (+ 120% vs. target) • “360” campaign recognition topped 70% within 6 weeks (+ 16% vs. target) • over 90% evaluated the campaign as unique, entertaining and trustworthy • over 80% understood the functionality and found the benefits useful • 50% strived for deeper information, 21% were interested in a contract

Creative Execution
The solution: connecting to a progressive media brand (MTV), utilising one of the target’s most beloved anchorman’s (“Joko”), giving viewers the opportunity to influence the story-telling ... they love to take control, to be part of the game. We created a branded entertainment serial aired outside the ad break: “Joko’s 360 Trip” – demonstrating the “360” idea in an edgy, funny way. Joko’s tasks and travel destinations resulted from a community voting on Facebook and were transmitted via his cell. An exciting journey began: the MTV host had to activate “360’s” miscellaneous apps and his social network to “survive” Berlin, Munich, Hamburg and Dresden. Supported by TV and online, the user generated challenges were perfectly embedded in the stories. The various “360” opportunities of Joko’s smartphone were the key to communicate with his network, to receive hints and to manage every situation. “Vodafone’s 360” was omnipresent but in a discreet way.

Insights, Strategy & the Idea
Business objectives • “Vodafone 360” cell sales: 50% share of planned FY-sales during campaign • New clients: + 5% YOY Marketing objectives •Launch of a new brand name and concept: “Vodafone 360”: total interconnectedness solely via your smartphone’s address book - phone contacts, Google, Windows Live, Facebook … • Attract and convert the “advertising resistant”, influencing and revenue relevant target of young progressives Communication objectives • Campaign recognition of at least 60% for “360” • Create interest, involvement, understanding Due to Vodafone’s premium price strategy young mobile natives are hard to recruit. Knowing that the target is willing to pay more for mobile devices which simplify their network communication the “360” idea was born to beat the price argument. The anchor: to demonstrate the “easy to use single source approach” in a tangible, entertaining and involving way plus to introduce the benefits of simple networking.