Cannes Lions
OMD INTERNATIONAL, London / VODAFONE / 2013
Overview
Entries
Credits
Execution
START SOMETHING NEW
The ‘Start Something New’ campaign came from the universal truth: ‘we all strive for continual improvement and experiences’. This connected the audience, Vodafone’s new network and McLaren.
A 4-day experiential zone took over an area the size of 45 football pitches in downtown Budapest where consumers were challenged to ‘Start Something New’. Activities -all passion points of the target consumer- included DJing, cooking and F1 simulator racing
During the festival, Facebook enabled-RFID amplified Vodafone, rewarding Budapest’s participation. The aim was to increase online buzz for Vodafone versus a previous event in Manchester during 2011.
Outcome
VODAFONE CUT THROUGH:
- 65% uplift in buzz versus Manchester 2011 event
- 90% attributed the event to Vodafone (vs previous event 16%!)
- 38% attribution to 3G Network extension
- 1.7m Facebook posts and 308,000 impressions from RFID
HIGH TARGET AUDIENCE PARTICIPATION:
- 69% attending were target segments
- 20% (2.1m) of Hungarian population viewed live state TV broadcast (vs. 1.3m viewing the Hungarian GP)!
- 125,000 experiential footfall
- 250,000 live spectators
IMPACT ON BRAND METRICS:
- 95% viewed Vodafone more positively
- 42% of non-customers saw Vodafone as more appealing
ROI:
- €3,288,000 earned media (619 articles)
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