AT VODAFONE, A GREAT SUMMER IS FINE, BUT AN AMAZING ONE IS BETTER!
CONTEXT
The prepaid category is the battle of the great offers, with more benefits than you can expect or even use. So it’s very difficult to come up with something remarkable to get people’s attention. Yet, we had to win summer in prepaid and make Cartela Vodafone the brand of choice for this year’s hot season.
STRATEGY
We made heroes of the two novelties of our summer offer: Vodafone TV Go for the first time included in a prepaid offer + a distinguishable promo offering an aspirational car and many other cool prizes. We decided to disrupt the category by delivering the unexpected – both unexpected entertainment and unexpected promo benefits from Cartela Vodafone.
IDEA
GREAT IS FINE, AMAZING IS BETTER!
People are already assaulted by incredible benefits. The extraordinary has become the regular of the category. In this case… let’s surprise our customers! It’s great that you have more minutes and net than you need and can use… but it’s amazing when you get to pay only 5 euros for them instead of 8. It’s great that you have international minutes to talk to your family abroad… but it’s amazing to receive Vodafone TV at prepaid as well. It’s great that you have Vodafone TV included… but it’s amazing that you can also win an Audi Q2 and lots of cool gadgets. This way, the summer turns from “just” great to AMAZING, in an ownable, vivid, joyful 360 communication campaign.
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