To develop a direct response campaign to associate Vodafone with the longer, emotional conversations that are currently the domain of the landline and increase the number and length of calls made by customers with Vodafone Stop The Clock.

Research shows a large number of consumers default to landlines for longer conversations, due to cost and a deeper feeling that mobiles are for emergency or functional calls.We wanted to bring the proposition of being able to talk for 60 minutes for the price of 3 alive in the most impactful way.Using abrupt 10 second spots, with less than 3 seconds of live action allowed us to demonstrate how ludicrous it is when a topic that warrants a long conversation is squeezed into an unrealistically short one. We then ran three in one break to reinforce this.

Tracking shows that 88% of people remember seeing the campaign (versus a norm of 54%) and significant uplifts in consumers’ perceptions of value from Vodafone.

The campaign achieved over 1 million customers using Stop the Clock (20% above target) who make up to 21% more calls and talk up to 56% longer than those on standard tariffs.The client was so delighted with these results that they will make new commercials and the promotion again this year.

It enabled us to stand apart from other mobile network value communication and position Vodafone as understanding the true value of conversation.We clearly communicated a simple, unique text number to encourage direct response from the consumer. All they had to do was text from their handset and the information was sent straight back to them.