Vodafone Hutchison Australia (VHA) Promo POWER PINATA by HOST Sydney


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Industry Telecommunications Services
Media Promo & PR
Market Australia
Agency HOST Sydney
Creative Director Bob Mackintosh, The Jamboree
Released October 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Agency: HOST
Date of First Appearance: Oct 21 2010
Entrant Company: HOST, Sydney, AUSTRALIA
Entry URL: http://www.anonymousawardentry.com/promo/pinata
Creative Director: The Jamboree (The Jamboree)
Creative Director: Bob Mackintosh (The Jamboree)
Digital Innovations Direction: Donal O'Keefe (Host)
Digital Design & Development: Juca Lopes (Host)
Account Manager: Amber Martin (Host)
Digital Planner: Pascal Winkler (Host)
Executive Digital Producer: Claire van Heyningen (Host)
Digital Producer: Kate Bennett (Host)
Community Manager: Candice Juniper (Host)
Community Manager: Zoh McEnally (Host)
Executive Experiential Producer: Jodie Howard (Host)
Experiential Producer: Lloyd Major (Host)
Robotics: MAR (MAR)
Live Streaming: Viocorp (Viocorp)
Post Production: The Editors & Fuel vfx (The Editors & Fuel vfx)
Media Agency: Ikon Communications (Ikon Communications)
Media placement: Invite for press & bloggers to see the robot live in action - Sent Via Email - 15 November 2010
Media placement: Facebook Updates Before Launch To Drive Interest - Facebook (Unpaid, To Our Existing Community) - 21 November 2010
Media placement: Facebook Updates During Campaign - Allowing The Community To Pick Weapons - Facebook (Unpaid, To Our Existing Community) - 4 December 2010

Describe the objective of the promotion.
Vodafone is the number 3 telco in Australia.

Recognising the importance of social media, Vodafone Australia had built a sizeable Facebook community.

The growth of this community was being threatened by a small but vocal group of unhappy customers who were poisoning the sentiment on the page.

The brief to us - while Vodafone addressed the complaints directly – was to develop a campaign that would swing the mood and grow the community.

Describe how the promotion developed from concept to implementation.
Vodafone’s positioning ‘power to you’ is about inviting people to participate in the brand.

We needed to prove this positioning and attract new people to Vodafone.

Simply put, we needed something people could 'Like'.

We created an oversized robot that people could command to beat up a giant piñata.

We armed him with weapons. Then combined social and robotic technologies, with live streaming, to allow the Facebook community to lay into the piñata.

The crowd got into it. When the piñata finally broke after 11 days, there was a virtual stampede to claim one of the 500 prizes inside.

Explain why the method of promotion was most relevant to the product or service.
Throughout the campaign the community was involved in key decisions, what prizes they wanted, which weapons to use etc.

This approach ensured the community was always engaged, increasing awareness of the campaign to get more 'Likes'.

Putting the campaign in the hands of the consumer further supported the brand positioning 'power to you'

Describe the success of the promotion with both client and consumer including some quantifiable results.
After 11 days and 17,882 beatings, the piñata finally broke.

We added 19,800 ‘Likes’ throughout the campaign (+63%), while the buzz around the campaign led to over 1 million social impressions (up 70%).

Negative comments on Vodafone’s Facebook page decreased from 30% (pre campaign) to 5%.

PR coverage worth over $500,000 in tech and mainstream media.

Vodafone is now the clear #1 telco on Facebook in Australia.