Vodafone Firsts engagement platform represents a first for the company itself – where Vodafone explores the potential of distributing branded content across its markets digitally and seeks engagement over and above awareness and reach as a measure of success. To date, Vodafone’s activities in owned and earned channels have been dominated by tactical product and price campaigns or – for social – customer service interventions. Nans on a Plane enables Vodafone to participate in a human-interest conversation – inspiring and celebrating people’s ability to have the confidence to achieve something for the first time, enabled by mobile technologies.

The platform also engenders new working relationships between the global brand team and local market teams, who work closely together to maximise the potential of content assets – sourced locally or globally.

The First flight film generated 79% positive sentiment in social. Positive sentiment for Vodafone overall is only 4% which demonstrates how this film and the overall campaign will help people in general to feel more positive about the Vodafone brand and therefore drive an emotional connection.

6,475,522 YouTube views

101.2 million views worldwide

Estimated Media Value of £24.7million

Reach 100 million+

Featuring in over 1800 publications across 105+ countries

1,069,420 visits to Firsts.com

125,000 Cross market Social Media fans