After the worldwide implementation of the "Power to you" claim throughout Vodafone Group, Vodafone Czech Republic faced a big challenge. How to humanize the global brand claim "Power to you", perceived as "too English” by many Czechs. We chose to utilize the Celebrations of 20 years after the fall of Communism and the main symbol of the fall - the keys - and created a brand act. With help of a respected, but controversial sculptor, we raised a statue made entirely out of keys that our customers brought to our shops in exchange for free SMS on the anniversary day of the revolution. The key statue, made of thousands of keys, aroused incredible media attention and left a permanent cultural footprint on the face of the city.

We called upon our customers to bring old keys to our shops and promised them to use the keys to create "key statue" and not to charge for SMSs on Nov 17th (the day the revolution started) if we collected 20,000 keys.With only PR activities and a limited series of 5 sec. TV jingles, we managed to collect 85,741 keys. We didn´t charge SMS on the anniversary date 17th October and we let the public select the future location for the statue. Over 6,000 people voted and Prague won.

A respected artist Jiří David created the statue visualising the word REVOLUTION, where each letter represents a typical font from the communist time.

We then took the statue on tour around the biggest Czech cities. Everywhere the statue went; it aroused incredible media and public attention resulting in the positive image of the brand.

With media budget of 70,000 Euros and only six people working part time on this project, we achieved: - 25% awareness among public 15+ - 150,000 unique visitors to statue website www.klicovasocha.cz - 210 media hits including main national TV News and Sunday Times - 10,000 passers-by every month at the current location (almost 3 million until today) - We expect many more media hits as well as passers-by resulting from the statue visiting other cities during the regional tour.