Vodafone has hired Amp.Amsterdam to manage all its music affairs; as from now on it will advise the mobile provider on a strategic, tactical and operational level. Quite unique for a brand, but it matches with Vodafone’s new business strategy to hire specialists, rather than just one lead agency who is responsible for everything. Simon de Koning, Head of Production and Licensing at Amp; “We are the shortest link between brand and music and our goal is to optimise the impact of music and to be transparent about costs and rights.” Amp, founded in 2013 by Joost Haartsen, Dagmar Heijmans and Simon de Koning, has in no time found itself a solid position in the Dutch music market and works already for the biggest agencies in town. Part of the agency’s success is the fact that it’s the exclusive music licensing partner of Universal Music Publishing Benelux.
Tag Archive: Vodafone
Vodafone introduced a new “hybride platform”, allowing customers to change their mobile plan every month, depending on their needs and without a lengthy contract. Khanna\Reidinga translated this creatively into the concept of an ‘open relationship’. The film, in which consumers informally make vows to commit to the contract, feels a little awkward in the beginning, but since at the same time it looks refreshingly genuine, we found it quite sympathetic after all. Directed by Dirk Gerritsen (Woolf Productions).
How to become the mobile roaming provider of the Netherlands, is what the briefing for this concept might have been asking THEY and Achtung! Instead of simply telling Vodafone where you want to go to, you tell them on this dedicated website (built by Random) which travel hashtag appeal to you – and when you’re lucky you’ll win a free holiday. Are you into #foodporn, #lovebirds, #partyhard or #yolo (‘you only live once’)? Vodafone matches these hashtags with the places where they are most common. But be aware, if you choose #yolo, for example, you’ll end up in Dublin – not in Botswana, Irian Jaya or Antartica. And #partyhard will get you to Madrid – not Ibiza. Anyway, a nice little activational piece of ad.
…we love this topical ad from Vodafone and THEY to celebrate Valentine’s day – click for full image. Doesn’t need much explanation. Which is actually what makes good ads.
THEY created a campaign around the drama of losing or breaking your mobile phone – which happens to 55,000 Vodafone clients every year. With this campaign Vodafone aims to tout it services of blocking a phone, retrieving it, insuring it, and backing up the data. The drama in this campaign was literally added by director Arne Toornen (hazazaH) and DOP Jeroen de Bruin, who created a set of commercials spoofing crime scene television. The voice-over – “This true story can be experienced as shocking by smart phone users” – makes things complete. We like.
Update: Idea is not entirely new: Ben reconstructs user generated content.
Vodafone introduces The Company Voice of Holland, a smart variant of the popular talent show on TV. Together with agencies Achtung! and THEY, Vodafone is looking for the receptionist with the best voice. The online audition – built by This Page Cannot Be Found – is done, quite appropriately, through the telephone. By means of ‘advanced technology’ (whatever that means), the voice of the contestants is analysed in real-time and they are given feedback straight away. The winning receptionist, announced on the 21st of December on Business News Radio, receives a private office concert by one of the Voice’s finalists. The activation should promote One Net, a new phone service that integrates mobile and landlines, which is a blessing for business lines. What a smart way to reach this very specific target group – that is essential in convincing companies to use One Net – with such relevant content. Well done.
To promote its Prepaid+ subscription Vodafone has introduced the hashtag #delenalseenbaas (‘share like a boss’). It celebrates the phenomenon of ‘oversharing’. The most superfluous tweets – like “I think my hamster has a cold” - using the campaign hashtag are put in the spotlights on a dedicated website. If you wonder why Vodafone is doing this; apparently the subscription gives away ‘free’ data every time you upgrade your subscription – hence the ‘plus’ in Prepaid+. Which allows you to send as many brainless tweets as you like. Or something. Anyway, it all looks pretty flashy; the website is adorned with a hip animation designed by Miktor & Molf. Concept and design by THEY and Achtung! Technical realization by B-Lex.
A bit of a bipolar ad this. It starts quite art directional with some beautifully directed images and a subtle sound design (Studio de Keuken) that makes it feel special and easily draws you in. And then, about half way down, when the sleepless consumer (wearing the art director’s beard) tweets to @VodafoneNL that he cannot sleep, the commercial all of a sudden changes into a corporate commercial with a shitty tune that can only come from a company where employees wear spotless white shirts and a constant tan. Don’t get us wrong; we think 24/7 webcare is a smart brand utility. It’s just that the art directional contrast struck us; as if an arthouse movie changes into a Hollywood blockbuster. Created by THEY, directed by Bill Pols (hazazaH), and shot by Gabor Deak.
Recently Achtung! created quite an unusual campaign to communicate Vodafone’s fiber internet; in the small town of Roggel (Limburg) a real race track was laid out around the center, where celebrity Jenson Button raced his Formula 1 car against the locals – who were racing in a simulator. The entire town was involved and a documentary was made of the event. The event was to bring Vodafone and its proposition (high speed internet) as close as possible to the user. To learn more about the story behind this campaign we asked Dick Buschman, MD and Head of Strategy of Achtung!, a few questions. More…
Roggel is a rustic town with only 4100 inhabitants. And this short film, directed by Andreas Pasvantis (328 Stories), wonders whether they are ready for Vodafone’s speed. Normally, you would relate this question to the speed of Vodafone’s network, but when you ask Achtung! to come up with something entertaining, you end up measuring the speed of a race car. Why? First of all, because Vodafone sponsors the McLaren team and secondly because the speed of a race car is easier to comprehend for the average consumer than the speed of a mobile network – we’d guess. So they asked Jens Button to battle against the fastest person of Roggel. A race car versus a race simulator. And to find the fastest person of Roggel, Achtung! set up some small competitions with a very local feel to subtly illustrate how Vodafone’s speed can even be experienced in the country. The Grand Prix of Roggel was ‘aired’ yesterday on RTL’s Grand Prix microsite, which today heralds “Jens Button beaten in the Grand Prix of Roggel”. You can say about it what you like, but original it is.