Vodafone Promo, Case study KEY STATUE

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Czech Republic
Released August 2011

Credits & Description

Category: Corporate Communication
Product/Service: BRAND PROMOTION
Independent Artist: Jiří David
Head of Corporate Communication: Filip Hruby (Vodafone Czech Republic)
Director Brand Communications & Customer Experience: Marketa Moreno (Vodafone Czech Republic)
Media placement: Media Event + Press Release - Hospodarske Noviny, Tyden, Lidove Noviny, CT24, CT1, Cesky Rozhlas 1, Radiozurna - 5.3.2010
Media placement: Media Event + Press Release - CT24.cz, Metro, Lidove Noviny, Rozhlas.cz, Regional Dailies - 27.9.2010
Media placement: Media Event + Press Release - Novinky.cz, Tyden.cz, Rozhlas.cz, Regional Dailies, Mlada Fronta Dnes - 9.11.2010
Media placement: Media Event + Press Release - CT1, Regional Dailies, Mlada Fronta Dnes - 17.12.2010
Media placement: Media Event + Press Release - Hospodarske Noviny, Metro, Cesky Rozhlas - 9.2.2011

Summary of the Campaign
After the worldwide implementation of the "Power to you" claim throughout Vodafone Group, Vodafone Czech Republic faced a big challenge. How to humanize the global brand claim "Power to you", perceived as "too English” by many Czechs. We chose to utilize the Celebrations of 20 years after the fall of Communism and the main symbol of the fall - the keys - and created a brand act. With help of a respected, but controversial sculptor, we raised a statue made entirely out of keys that our customers brought to our shops in exchange for free SMS on the anniversary day of the revolution. The key statue, made of thousands of keys, aroused incredible media attention and left a permanent cultural footprint on the face of the city.

The Situation
Vodafone Group, the mother company of Vodafone Czech Republic introduced in all its OpCos worldwide a global "Power to you" claim. It did so also in the Czech Republic, where English claims generally aren´t very well received. The company feared "Power to you" claim would at first appear incomprehensible or strange to the local public. Therefore, there was a need to humanize it, fill it with meaning and assign it some Czech characteristics. Moreover, the 20th anniversary of the fall of Communism slowly approached and the brand wanted to participate in the celebrations and strengthen the image as a responsible citizen.

The Goal
1. Humanize global brand claim "Power To You” which was perceived as too English for Czechs.
2. Leverage 20th anniversary of collapse of communism and use it to strengthen the image of the brand as a responsible citizen
3. Reach 18 % awareness between public 15+

The Strategy
The Strategy was to achieve the aforementioned goals with the help of media stunt, PR and connected below the line activities.

We called upon our customers to bring old keys to our shops and promised them to use the keys to create "key statue" and not to charge for SMSs on Nov 17th (the day the revolution started) if we collected 20,000 keys.

With only PR activities and a limited series of 5 sec. TV jingles, we managed to collect 85,741 keys. We didn´t charge SMS on the anniversary date 17th October and we let the public select the future location for the statue. Over 6,000 people voted and Prague won.

A respected artist Jiří David created the statue visualising the word REVOLUTION, where each letter represents a typical font from the communist time.

We then took the statue on tour around the biggest Czech cities. Everywhere the statue went; it aroused incredible media and public attention resulting in the positive image of the brand.

Documented Results
With media budget of 70,000 Euros and only six people working part time on this project, we achieved:
- 25% awareness among public 15+
- 150,000 unique visitors to statue website www.klicovasocha.cz
- 210 media hits including main national TV News and Sunday Times
- 10,000 passers-by every month at the current location (almost 3 million until today)
- We expect many more media hits as well as passers-by resulting from the statue visiting other cities during the regional tour.