Over the last 20 years Vodafone has entered the Italians’ lives and helped enable everyone to communicate, share, be together, exchange emotions through words: the most powerful means we have for establishing contact with others.

To tell people all this we decided to enact a love story that never fully ended, being kept alive for 20 years by an old mobile phone left in a drawer.

A story for us all about the importance of our words, as in the campaign pay-off.

The result is a 210 second short capable of touching people’s hearts, told with the magic of true cinema and featuring a whole rainbow of universal sentiments: regret, memory, nostalgia, passion, rebirth.

We made a 210 second short movie.

Thanks to a Native Advertising media plan in partnership with Condè Nast, we were able to amplify the story to its maximum. We asked some major Italian writers, philosophers and illustrators to produce native articles exploring the main themes of the short movie.

Reach:

- 75 million total impression

- 7.4 million views through social media

- 4.5 million on YouTube

- 47% completion rate

- 8.5 million minutes watched, for a total of more than 16 years

Engagement:

- 3.7 million interaction rate on Facebook

Impact:

- The short movie “Vodafone 20 years of us” became the most popular advertising video on YouTube Italy in 2015

- Vodafone was the most watched brand on YouTube in Italy in 2015