Brand: Vodafone
Campaign: Vodafone Firsts
Years: 2014 - 2015
Agency: AKQA
Channels: Digital, Social, Email, OOH and Print.
The Goal:
Empower people to do remarkable things for the first time, and ultimately drive brand love for Vodafone .
The Audience:
Existing and potential customers.
The Campaign:
Vodafone Firsts is a global brand campaign launched to inspire everyone to do something remarkable for the first time, using mobile technology. The campaign tells the stories of these inspiring individuals through warm engaging content and celebrates what they have achieved.
My Role:
I led the execution of the global brand engagement journey. Vodafone wanted to move away from badging major global events through sponsorships to celebrating individuals’ achievements.
Following the successful launch of several engaging stories including #FirstFlight, the campaign evolved into inviting consumers to submit a pitch for something they wanted to do for the very first time. Facebook hosted a voting platform for consumers to get involved and vote. Vodafone then made the dreams a reality for the 10 winners. Consumers could then engage with further content produced of these winners.
The Result:
These engaging films produced across 10 Vodafone markets for use in online and social drove brand engagement with Vodafone achieving a 24% increase in brand warmth within the first 6 months. Plus over 8 million views of the films.
Awards: Cannes Lions Silver Award 2014
First Poppy Run is a beautiful extension to the Firsts campaign.