Vodafone Promo, Case study YOUR OWN UNIVERSE by OMD Madrid

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

Credits & Description

Category: Best Use of Outdoor
Advertiser: VODAFONE
Product/Service: VODAFONE 360
Date of First Appearance: Nov 24 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 Planner: Laura De Barrio (OMD Spain)
Media placement: Outdoor - Cemusa - 24/11/2009

Results and Effectiveness
We managed to interact with over 12,000 users, creating a contact network and group content around tons of points of interest located on each marquee. The Vodafone 360 campaign gained the highest recognition ratio in all of Europe: In terms of efficiency, it it contributed to putting us in the top 10 global campaigns carried out by the brand. The return in free advertising outweighed the action’s production costs.

Creative Execution
We identified bus stop signs located at strategic places all around Madrid, and we “registered” them as authentic users of Vodafone 360, thus creating their own profiles in social networks linked to the service. On each marquee, we integrated a giant replica of the mobile phone, recreating its real navigational menu with an interactive application. Also, each marquee had its own “ambassador” whose mission was to locate points of interest in the surrounding area. These were added to the location map on our interactive application together with photos and commentaries that the ambassadors had gathered on them. The marquee mobile phones slowly but surely increased their contact network and content by discovering businesses, restaurants, shopping galleries and endless other options, which demonstrated the essence of the product through multitudinous, yet personal, experience: direct interaction with a bus stop marquee or at home with a PC, to prove that, in effect, we can share our “world” in one sole place.

Insights, Strategy & the Idea
Vodafone 360 is a service that operates simultaneously on your mobile phone and your PC, developed to provide instantaneous access to your contacts, social networks and content, in one sole place. This is an indispensible tool for a technologically-qualified target group whose lifestyle – in constant “motion” – demands efficiency and easy-to-use communications comfort. Vodafone 360 includes a 3D GPS navigation service on which it is possible to share your location with your “group” and mark all of your favourite places. Starting from that advantage and focusing on the extra mobility of the target group motivated by the Christmas shopping season, we decided to take this new experience into the street, relying on the Samsumg H1 terminal, made exclusively for the Vodafone 360. Its touch-screen and intuitive menu could possibly serve as the best urban shop window of all vis-à-vis discovering how you can design, in a city, your own world and how you can share that with your group, wherever you may be.