2016 Winners & Shortlists

Brief Explanation

After massive upgrades to its infrastructure, Vodafone wanted to communicate its improved network. But to overcome negative perceptions that lingered, we needed customers to try it. Key insight Even though it’s highly trafficked, the desert can be boring. Our target audience visits every week, sometimes more, so we needed to give them something to do, talk about, and share—which directly lead to our target demographic testing and believing our claim. In line with Vodafone’s “Power to You” slogan, we put the power back in people’s hands, empowering them to discover the network for themselves.

Results and Effectiveness

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 sells 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.

Creative Execution

We wanted the pins to go where no brand had gone before, so we ventured into the desert with locals who knew popular routes through the dunes. The pins were placed in noticeable areas, yet just off the beaten track. Without headlines or messaging, the pins were mysterious and created intrigue – enough to entice people to them and then to share them. When they did, they noticed the signal strength had improved – reinforcing the “Stronger Connections” messaging that we’d pushed through traditional advertising. As people found more pins, they also discovered the breadth of the coverage.

Insights, Strategy and the Idea

The relationship between our audience and the brand was one of distrust. They flocked to Vodafone when it arrived in 2009 but poor service soon sent them back to the competition. Negative perception has since remained. Qataris have two personalities: the reserved, conservative side expressed in the city, and the childish, free spirited side expressed in the desert. We needed a fun way to engage them where they were at ease. The best part? If they could trust us again in the desert, they’d trust us everywhere.