2016 Winners & Shortlists

Brief Explanation

In 2015, Vodafone completely upgraded its network with a particular focus on the desert—the place where our key demographic spends a majority of their free time. With our pins, we were able to: • Talk directly to our audience, in the place where they use the product • Get them to test and experience the network enhancements for themselves • Create interesting, shareable content for our audience that was not only memorable and fun, but positively reinforced the brand spirit and brand promise (Power to you)

Creative Execution

Vodafone upgraded its network throughout Qatar, but focused heavily on the Desert. Therefore, we installed the pins throughout Sealine—Qatar’s most trafficked desert. Running during winter camping season (Nov-Feb) the pins were designed to be noticeable, yet just off the beaten path. Without headlines or messaging, the pins were mysterious and created interest and intrigue—enough to entice people to seek them out and share them. When they did, they noticed signal strength had improved—reinforcing messaging we’d pushed through traditional advertising. Furthermore, as people found more pins, they discovered the breadth of the coverage.

Results

The pins got people talking for us and they got to see the strength of the new network. Brand likability, trust and subscriptions all increased. More importantly, we provided a high-value campaign for our client. Paid Media (Billboards) at the edge of Sealine Desert sell for as much as 250,000 QAR/$68,650 USD Month. We took advantage of the desert’s freedom. With no spend on the Media placement itself, our only costs were production and installation, meaning we had an effective campaign in one the most-highly trafficked areas for 4 months, for free. Compared with paid media, savings more than $365,000.