Brand: Vodafone
Campaign: First Big Poppy Run
Year: 2015
Agency: AKQA
Channels: Digital, Social, OOH and Print.
The Campaign:
Young veteran Ben McBean is taking on his very own #First by running the outline of the world's largest poppy in London. Ben was wounded in his first few days of active service aged just 19, losing his left arm and right leg in Afghanistan.
With the help of the Vodafone network and GPS tracking, Ben ran a 31 mile outline of a giant poppy across London.
My Role:
As an extension of the Vodafone Firsts campaign in the UK, my role was both working with the agency to develop the technical integration of the tracking feature, whilst managing the creation of campaign content to promote participation and awareness of the run and it’s successful outcome.
The campaign tells the story of this heroic individual, but also encourages consumers to participate by joining in in the run and sponsoring those that are taking part. This campaign lived online and in social and received great traction – and even resulted in Prince Harry waiting for Ben at the finish line to congratulate him.
The Result:
The brand received great exposure, demonstrating the integration of the Vodafone network and thereby using technology for good, to raise awareness and money for the Royal British Legion. And Prince Harry even came along to show his support!
A total of 635 runners took part in this campaign covering almost 8,000 miles and over £15,0000 was raised for the charity.