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.
Tag Archive: Vodafone
…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.
Just like the previous Vodafone commercial – also made by THEY – about the €2-abroad-deal (the one in the snow), this ad won’t win any prizes in Cannes – though Wouter Stoter directed a fairly sexy commercial. But speaking of Cannes; some of us used Vodafone’s €2/day-deal there and it was great. Especially when comparing it to T-Mobile; they also charges €2, only then per Mb, which now feels like going back to the Middle Ages. We’re not sure whether there’s any reception at Blue Cove (wherever it is, cause we couldn’t find it on TripAdvisor), but this commercial would definitely make us consider a switch – after all, T-Mobile even in Holland doesn’t have proper reception. So what can we learn from this; you don’t need award winning work to advertise a good product. Which is more or less the opposite of: award winning work will make a bad product fail faster – but we knew that one since Bill Bernbach was still alive.
Write the future did what most of us expected, it won big last night at the Dutch Art Director’s Club (ADCN) Awards: the Standing bulb (read: Grand Prix) and three golden bulbs (Integrated, Film, and Print/Magazine). MassiveMusic also won an award for the music in this commercial. Overall, TBWA\Neboko won most awards, taking home 2 golden (in Film for Pearle and in Print for Heineken’s Social Networks) and 4 silver bulbs. Live Interactive billboard (n=5) won gold in Outdoor. Bavaria’s DutchDress (Selmore) – causing such a big stir at the World Championship football last summer – also received a very deserved golden bulb in Activation. Christian Borstlap’s posters for the overview exhibition of Dutch advertising classics won gold in Graphic Design. In Interactive there was no gold. This could mean that digital creatives are still mostly tech driven, rather than aiming for the big idea. It could also mean that the ‘traditional’ creatives (the largest part of the Jury) are not able to fully appreciate digital innovations. Or it might be a bit of both. In any case, there were three silver bulbs in Interactive for Philips ‘Wake up the town‘ (Tribal DDB), Live Interactive Billboard (see above – a big digital idea, created by a ‘traditional’ agency), and Vodafone’s Madame TreSesti (Achtung!). Our very favourite film ‘Drama Queen‘ for the Young Director Award (TBWA Helsinki, directed by Rogier Hesp) got a bulb in the category Young Directors, but unfortunately not gold.