Vodafone was launching a new decoder with 4K image and Dolby Atmos sound, which also included Netflix. The objective was to highlight the benefits that the superior image and sound quality produced in the enjoyment of movies and series and, very specifically, those of Netflix.

The commercial target was wide. We had to communicate the benefit to as many users as possible, but with a focus on a target who had a deep relationship with the product, users for whom it was specially relevant and also early adopters + prescribers. Technologically advanced users who truly value the experience that technology offers.

We had to deal with a huge challenge of joining under the same roof two iconic and relevant brands such as Vodafone and Netflix.

We wanted to demonstrate that with the new Vodafone decoder the experience of watching Netflix content is superior in image and sound quality.

We based our idea in the exploration of the concept of sound and image quality. Not in explaining the consumer the benefits but rather having him experience the sensations produced by the product.

ASMR videos, a trend online, are built on this concept of quality and of producing an enjoyable sensorial experience on the viewer. A feeling that is stronger the better the image and sound quality he has.

So we used this concept of producing a sensorial experience and applied it to Netflix series. We selected the series that Netflix was premiering at that time and that were relevant to our target (“Vikings: Valhalla” and “Elite”) and recreated ASMR scenes within each of them. Netflix in ASMR for the first time.

What better way to demonstrate that this new Vodafone decoder with 4K image and Dolby Atmos sound offers a better image and sound experience to the viewer, than to have him try it. Have him live a sensorial experience of image and sound in high definition like no other. No explanations, only pure enjoyment.

For this reason, we made a video production for digital media, using one of the great trends of this channel: ASMR videos. These videos, which are so popular on internet, are more powerful the better the image and sound quality. In fact, it is advisable to watch this type of videos with headphones, which enhances the sound experience.

The biggest challenge was to create content that fit with both brands: Vodafone (a network operator) and Netflix (the largest streaming entertainment platform), and we did it by using a common ground between them: humor.

This campaign was a huge success both in terms of quality of execution but also on the reach and impact.

With this campaign we achieved:

304 million impressions (34% above product campaign benchmark)

20.4 million complete views (64% above benchmark)

1.2 million clicks (45% above benchmark)

157 thousand visits to the web (45% above benchmark)

And in terms of quality of the execution we could without any question reach the levels of excellence of a Netflix production and we've introduced a new way of enjoying these series. A more sensorial way.