People want control, but they also want to feel free, particularly in an environment where the economic reality allows them less freedom and flexibility.
Vodafone offers the possibility to have full control of what you pay for voice and data every month, through MyVodafone app and thus not to worry about the cost.
We want all Vodafone smartphone users as well as competitors’ customers, to feel that they are being cared after. To feel that Vodafone enables them to have control over their mobile spending, thus helping them save money in this adverse situation.
The communication had an very emotional and at the same time appealing TOV, fitting to the brand and delivering clearly the human benefit.
The campaign effectively delivers the key message of Cost Control and scores very good in Cut through, Likeability, Engagement and Differentiation.