Vodafone CU #firsttime VODAFONE Vodafone CU

Overview

Human Challenge
Youth can't live without social media: they need to always be connected and social media offer them a window to a world of endless possibilities.

Pioneering Solution
Introducing a new era in data propositions of Vodafone CU, for the #firsttime a Social Media bundle is offered exclusively to all under 24s, to cover their need for data with regards to social media (Facebook, Instagram, Snapchat, Twitter, LinkedIn, Pinterest, Tumblr) for only 3€, and thus enjoy a “worry free” usage.

People
“The Explorers” (18-24). Profile: constantly curious, explorers by nature, they are inspired by the urban context, they enjoy their freedom. Key tensions: express themselves, be connected, seek for exploration experiences. Youth has always been and always will be outspoken, but social media has provided a platform to broadcast those thoughts in a way the world has never experienced. For them, social media is a 2-way communication channel: receive stimulus and express themselves/share experiences, everywhere and at any time.

Culture
Insight: I want to share everything I discover for the 1st time. Youthful, inspiring & optimistic TOV, edgy & provocative personality, simple & clear message. Enhance the emotional bonding with target audience and optimize the “Restart” philosophy/promise. Focus on what it feels like to be youth from the insight, not how it looks from the outside (don’t show youth, be youth). Integrated campaign unfolding first in digital.

Commerce
A campaign that is eye-catching, likeable, relevant and engaging for the youth audience, prompting them to search for more information around the bundle. Campaign’s digital first activation also scored well, establishing the concept of “#firsttime” and thus creating buzz. 

BUILD: 51e2b09 |