Our starting point was this simple insight: Our phones have become the last thing we see before going to sleep and the first thing we see when we wake up. Since our target audience were Vodafone customers, we wanted to create engaging, personal stories based on a massive data set about their phone usage. The trick was to present this interesting set of data in a fun and shareworthy way. So we decided to interpret an entire year’s worth of data as a unique and true love story for each customer. Then we presented this in the form of a personalized video, followed by a unique offer based on behavioral analytics.

In order to better capture the changing, dynamic quality of users' unique relationships with their phones, we opted for a dynamic animated video that could be customized for each user. This animated world provided us with the flexibility to incorporate various eye-catching visual elements into the narrative.

The video told a 2-minute long love story with a playful voice-over, while the processed data was visually incorporated into the video. An illustrated world created from bold icons and dynamic typography allowed us to apply these visual elements to other touch points of the campaign such as merchandise products, digital out-of-home (DOOH) and web banners.

The illustrations and animations were created over the course of a 2.5 month period. In this process, special attention was given to incorporate a color palette, style and tone of voice that truly reflected the brand's visual identity.

The data provided users for the first time with a chunk of highly personal and interesting facts about their phone usage. The videos helped us create unique, relevant stories for each user and present them in a fun and sharable way. The one-click function attached to each tailor-made upsell offer gave birth to a brand new sales channel for Vodafone and increased conversion rate by 5 times. It also lowered sales cost per transaction by 64%. Overall, it became Vodafone Turkey’s highest-revenue digital campaign of all time. In just 2 months, 1,975,000 people visited the website and 767,000 people discovered their phone habits down to the tiniest detail. Sales across digital channels multiplied 4.3 times. The highly sharable quality of the videos created a steady source of organic traffic. By popular demand, t-shirts and phone cases inspired by the videos were sold at Vodafone stores. Today, the campaign continues to live as a powerful sales channel.