2015 Winners & Shortlists

The Brief

Vodafone creates an annual promotion on prepaid cards to make the recharge experience exciting for its consumers. It was discovered last year that consumers create online groups and meeting points to exchange syllables to better their chances at winning. Vodafone wanted to capitalize on that, and side with their consumer. This year Vodafone launched its latest promotion offering consumers a chance to win furniture for five different rooms as an instant prize, or collect all rooms to win an apartment. But there was a twist. Vodafone wanted to encourage consumers to “cheat” by exchanging their gifts.

Describe how the promotion developed from concept to implementation

Because promotion ads are usually all the same to consumers, Vodafone wanted its message to stand out amongst the clutter on TV, as this was a unique message to communicate Accordingly we created a provocative character that starred in a 15 sec regular TV ad explaining the promotion intentionally in a very simple and to-the-point manner. and when you think the ad is over we find this guy hijacking the following and trying to exchange recharge cards with him/her to reach his goal of winning the apartment

Describe the success of the promotion with both client and consumer including some quantifiable results

VF Mega Recharge scored above norms on all key attributes in terms of NPS (Net Promoters Score) and meeting top 20 norms on recognition, branded impact and communication. score benchmark Recognition 84 62 Branding 46 43 Branded Impact 80 70 Response/Call to action 73 66 Communication 82 76

Explain why the method of promotion was most relevant to the product or service

Given the product nature, which was all about collecting and exchanging recharge cards. We took the exchange notion and magnified it. we had our hero hijack the next commercial to exchange the the recharge card with the other commercial hero. While, in fact what we did is that we produced 5 different TVC copies each spoof all the clichés seen in TV ads. Our character ends up crashing the typical ghee, chips, real estate, sanitary pads and detergent ads. Each time naively trying to blend in but eventually exposes his true intentions of exchanging his gift.