Vodafone Promo TAKE IT TO THE UNLIMITED by Tongue

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Industry Mobile Communications
Media Promo & PR
Market Australia
Agency Tongue
Released March 2010

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: VODAFONE
Product/Service: MOBILE PHONE PLAN
Agency: TONGUE
Date of First Appearance: Mar 5 2010
Entrant Company: TONGUE, Sydney, AUSTRALIA
Executive Ideas Director: Jonathan Pease (Tongue)
Business Director: John Du Vernet (Tongue)
Strategist: Ben Taylor (Tongue)
Senior Producer: Serina Seroian (Tongue)
Senior Producer: Courtney Evans (Tongue)
Media placement: Social Media - Facebook And Twitter - 12 March 2010
Media placement: Print - MX Magazine - 9 April 2010
Media placement: Mobile - MMS, SMS - 12 March 2010
Media placement: Internal Communications - Customer Bills - 12 March 2010
Media placement: Email - EDM - 12 March 2010
Media placement: PR - Feature Stories And Live Reads - 15 March 2010
Media placement: Ambient - Sky Writing - 12 April 2010
Media placement: Online Video - Youtube - 15 March 2010

Describe the objective of the promotion.
Launch a new 'ground breaking' phone plan (that most customers will assume is too good to be true).

Drive PR and interest around the Unlimited mobile phone plan (and own the word 'Unlimited').

Increase number of fans on the Vodafone Australia Facebook page by 8,000.

Drive sign ups to the new Unlimited mobile phone plan.

Describe how the promotion developed from concept to implementation.
We launched the 'Take it to the Unlimited' campaign asking Australian's to tell us, via a Facebook app, what they'd do with an unlimited credit card for 24 hours.

Messaging via print, mobile, social media, PR and ambient stunts all drove our audience online to enter the promotion.

We selected our winner and gave him an unlimited credit card, and Vodafone 'Unlimited' mobile, to use for 24 hours.

A TV crew documented the entire experience. His Vodafone mobile was the ultimate tool as he booked private jets, dated an Australian supermodel, drove Ferrari's, chartered super yachts, and much more...

Explain why the method of promotion was most relevant to the product or service.
The entire promotion was centered around the word and idea of 'Unlimited'.

The promotion and winner experience could not have happened without with the Vodafone handset and new Unlimited plan.

Describe the success of the promotion with both client and consumer including some quantifiable results.
More than 15,000 new Facebook fans (directly from this promotion).

3,943 entries through the custom made Facebook app.

More than $4 Million in earned PR (including a 10 minute TV piece on A Current Affair, national TV news, press, radio, and web).

Over 4 million people exposed to the campaign.

More than 80,000 new sign ups to Unlimited plans (directly from this promotion).