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Industry Mobile Communications
Media Promo & PR
Market Portugal
Creative Director Jorge Trindade, Tiago Canas Mendes
Released March 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: VODAFONE
Product/Service: MOBILE NETWORK
Date of First Appearance: Mar 8 2010
Entrant Company: ACTION4 ACTIVISM, Linda a Velha, PORTUGAL
Creative Director: Jorge Trindade (Action4 Ativism)
Creative Director: Tiago Canas Mendes (Action4 Ativism)
Copy/Strategy Planner: Gustavo Blanco (Action4 Ativism)
Art Director/Design: Dominik Seeger (Action4 Ativism)
Copy/Strategy Planner: Rafael Ripper (Action4 Ativism)
Account Director: João Osório (Action4 Ativism)
Project Management: Juliana Salles (Action4 Ativism)
Project Management: Afonso Almeida (Action4 Ativism)
Art Director/Design: Mariana Guapo (Action4 Ativism)
3D Design: Vasco Branco (Action4 Ativism)
2D/3D Production: Karla Thomas (Action4 Ativism)
2D/3D Production: Fernando Almeida (Action4 Ativism)
Media placement: Dance Battles - Subway Stops - March
Media placement: Mobile Bedroom - Parking Spots/Web - April
Media placement: Sofa Race - Public Park - May
Media placement: Yorn Head - Rock In Rio - June
Media placement: Best Seat - Rock In Rio - June
Media placement: Sofa Factory - Rock In Rio - June
Media placement: Vodafone Hotel - Rock In Rio - June

Describe the objective of the promotion.
Overall goal: to improve the awareness of Vodafone in Music initiatives.

Specific goal: even though Vodafone isn’t the main sponsor, the goal was to be one of the top 5 sponsors associated with the music festival.

Describe how the promotion developed from concept to implementation.
Our strategy consisted in creating different experiences able to generate a relationship with the audience, before and during the festival.

We also had in mind that big ideas inside the festival will be able to generate communication arguments that could be used through ATL campaigns before the festival starts.

The ideas were Vodafone Best Seat (the best view to the festival main stage) and Vodafone Hotel (where people could spend the night). To win access to the Best Seat we had a sofa race and to gain access to the Hotel people had to find were the mobile bedroom was.

Explain why the method of promotion was most relevant to the product or service.
With our strategy we focused on entertainment events to give access to the bigger experiences (Vodafone Hotel and Best Seat) or just to win tickets.

For ticket giveaways, we put up stages in subways and people had dance battles to win tickets to the Music Festival.

It was entertainment for the people participating, and for the audience that stopped their commute to watch the battles and to judge the dances. Inside the festival the Yorn Head gave prizes and punishments, and the inflatable sofas brought brand visibility. Vodafone Hotel and Best Seat were the premium experiences.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Besides the main sponsor, Vodafone was the brand most associated with the music festival.

23,940 people participated in the different initiatives.

532 people gained access to the Rock in Rio Music Festival through their experiences.

50,000 people followed the initiatives through social networking sites.

160 people won tickets through Facebook experiences.

Vodafone Music Portugal doubled their fans on Facebook.

More than one hour of TV coverage in which 10% was spontaneous media.