2015 Winners & Shortlists

The Campaign

Running out of credit can be frustrating especially when you don’t know where or how it was spent. The challenge was getting through to the unhappy customers who became predisposed to not trusting Telecom companies. Vodafone launched a new service that sends a daily mini bill showing what credit was spent on and gives back highest spending the next day as a reward. We decided to tell the story of consumers’ worst enemy, the bringer of bad news, Amira, who recorded the message “Sorry, you ran out of credit”. By giving a face to a voice, and telling her story, people sympathized with her. The second phase mirrored the first in a positive light –Amira now said, “You ran out of credit but the communication hasn’t stopped”, offering the consumer an array of services. Through these ads, we turned our customer’s despised enemy into a loved celebrity, while gaining trust.

Success of the Campaign

Campaign over-delivered across main measures. The use of reverse psychology resulted in an increase on the emotional attribute of trust under the Net Promoter Score, surpassing the competition. Vodafone owned one of the most desired attributes, trust, regaining their consumers trust & re-establishing their credibility. Consumers were rewarded for their consumption and received a daily mini-bill detailing where and how their credit was spent, driving satisfaction. By step-changing the consumers' perception, Vodafone widened the gap vs. others players on the market.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The strategy was twofold, first by creating sympathy for Amira and introducing the new service and secondly by regaining the consumer’s trust through offering them communication on credit. The first copy was launched putting the consumer in Amira’s shoes – a woman who spends her days listening to customers shouting at her voice recording. The first proposition entailed offering consumers a mini bill at the end of day, allowing customers to monitor their credit on a daily basis in addition to telecom value as a gesture of goodwill. The second phase was to mirror part one step by step however in a positive light, offering consumers services to continue talking on credit with Vodafone “Thank You” services. The campaign was fledged across TV, out of home, radio and online banners. Launching first with a teaser arousing curiosity, followed by the full TV copy.