Vodafone Promo, Case study VODAFONE 360 by OMD Milan

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Industry Telecommunications Services
Media Promo & PR, Case study
Market Italy
Agency OMD Milan
Released November 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Date of First Appearance: Nov 2 2009 12:00AM
Entrant Company: OMD, Milan, ITALY
OOH Manager: Paolo Cremaschi (OMD)
OOH Director: Marcello Arosio (OMD)
Vodafone Account Manager: Lorenzo Moltrasio (OMD)
Media placement: OOH - Outdoor Big Sites - 02/11/2009
Media placement: Guerrilla - Projections - 06/11/2009
Media placement: Online - MSN, Corriere.it, Gazzetta.it, Repubblica.it, Virgilio, Tuttogratis, Youtube - 03/11/2009

Results and Effectiveness
The communication lasted 60 days in the following cities: Turin, Genoa, Milan, Padua, Bologna, Florence, Rome, Naples, Bari, Palermo. Overall campaign had good results both in terms of impact and visibility. Internal forecasts let us think that people who had the possibility to see the message could have been 8,300,000.

Creative Execution

The traditional campaign included bill-posting in ten cities through side by side outdoor sites. To further strengthen the importance of the ad’s message, we planned to create ad hoc video projections played through a guerrilla marketing solution and maxi sites placed in strategic cities areas, with a strong flow of people. In Milan, we installed maxi video screens inside a maxi outdoor site, through which we were able to show a video presenting the whole mobile functionalities. In Rome airport, an installation with an interactive screen was set up, showing a sort of Tetris game representing the campaign image. The peculiarity of this solution was that people could move the little coloured boxes without touching the screen, but by simply approaching their hand: software able to detect hand movement. The whole communication planning ended at the beginning of December with a Vodafone-branded video tram appearing in the main streets of Milan. 24 side by side monitors were positioned in the place of the tram windows.

Insights, Strategy & the Idea
Many initiatives have been planned on the Italian territory in order to communicate and support the launch of 360, particularly in ten Italian cities. The purpose of the campaign was making people discover the whole 360 platform, collecting and managing a series of new services among which the most representative and innovative is the contacts management that works in a different way from the past. The main target was primarily young people, using new generation mobiles, not only to communicate, but also to surf the web and to keep close at hand the social networks world. The aim of planning was showing all the different possibilities that this new platform could offer.