SOUND EXPERIENCE by SCREENVISION PORTUGAL for Vodafone

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SOUND EXPERIENCE

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Portugal
Agency SCREENVISION PORTUGAL
Art Director Ana João Pires
Released December 2009

Credits & Description

Category: Best Use of Cinema
Advertiser: VODAFONE
Product/Service: TELECOMMUNICATIONS PROVIDER
Agency: SCREENVISION PORTUGAL
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: SCREENVISION PORTUGAL, Lisbon, PORTUGAL
Managing Director: Catarina Bastos (Screenvision Portugal)
Creative Director/Copywriter: Manuel Faria (Indigo)
CRM & Business Developer: Fátima Silva (Screenvision Portugal)
Marketing & Communications: Mafalda Malafaya (Screenvision Portugal)
Account Director: Vanda Henriques (Screenvision Portugal)
Account Executive: Patricia Barradas (Screenvision Portugal)
Sound Designer: Sandra Pimenta (Indigo)
Art Director: João Pires (Indigo)
Sound Designer: Carlos Abreu (Indigo)
Sound Designer: Miguel Lima (Indigo)
Executive Producer: Marta Queiroz (Indigo)
Media placement: Cinema Campaign - 4 Vodafone Sound Experiences - 50 Digital Cinemas - 17/12/2009

Results and Effectiveness
During 10 weeks, the campaign was exhibited in 50 cinemas around the country which represents 170 screens and 1,600,000 viewers. According to a national survey, 72% considered that the stories are interesting, 77% of the viewers recognised the Vodafone brand spontaneously, 80% would like to repeat the experience and 94% considered the idea very original or original. From the very first day, the web and the newspapers were invaded by comments and articles about the Vodafone Sound Experiences. The Vodafone Sound Experiences are not just a unique experience, but an entire new concept of the potential of Cinema as a medium.

Creative Execution
Sensorial experiences were created, with duration between 2 and 3 minutes, using sound and sound effects only. Cinema was selected "to show" these experiences due to availability of digital sound technology in 5.1, with a highly concentrated audience and receptive to new experiences and sensations. The "Vodafone Sound Experience" is a unique experience where the viewer, using only one of his five senses, is placed within a story, making part of it. Without resource of visual support this is an experience that, as the name suggests, lives exclusively of the sound, challenging the imagination of each viewer to create their own story. Four "Sound Experiences" were created – Airplane, Liquid, Wardrobe, and Musician - with completely different scripts. In cinema, with a weekly planning, each experience was exhibited in specific movies, selecting the right target for each experience. The "Vodafone Sound Experience" represents a worldwide innovation for entertainment and advertising.

Insights, Strategy & the Idea
Vodafone had recently entered a new era, where the entire architecture of the brand begins to revolve around the concept expressed by the new signature "Power to You". The idea was to potentiate and reinforce the new Vodafone "Power to You", knowing that the brand wanted to emphasise the fact that, it is the consumers who have the power in their own hands. With Vodafone Sound Experience, the power of imagination is given to the audience, through an innovative, creative and differentiator experience.