Cannes Lions

IF SOMETHING MATTERS TO YOU

MEMAC OGILVY, Doha / VODAFONE / 2017

Film
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Overview

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Credits

Overview

Description

Everyone has a "Something" they're passionate about.

Whether it's jet-skiing, skateboarding, a musical instrument or just hanging out with friends, that "something" is important.

In the case of Vodafone, keeping people connected to their "something" is Vodafone's passion.

Therefore, with this film, we showed that no matter the passion or the place a person pursues it, Vodafone provides them with a strong signal to keep them connected.

Execution

As part of a larger campaign, "If Something Matters to You" was a 0:75 film, with a voiceover that was recorded in English and Arabic. The films ran during previews at cinemas, online, and owned & paid social media outlets.

The film introduced Vodafone's entire campaign, which took the "If something matters to you" line, and built on it, with outdoor and digital banners that spoke to our core target audience’s (Qataris) passions. (If 'football' matters, if 'music' matters, if 'dune bashing' matters, etc) The campaign was everywhere, with targeted media that reached our audience at relevant places to their respective passions.

Outcome

In a country with only 2.5 million residents, the film racked up more than 3,300,000 views on YouTube alone. (English Voiceover: 1,810,552 views, Arabic Voiceover:1,502,526 views) with 267,000 more views coming on Vodafone's Facebook page.

Countless more viewed the films in Qatar's most popular movie theatres around the country—during paid media before the start of the movies.

Overall, the film was able to cut-through and deliver Vodafone's brand message in a captivating and engaging way, and showed customers that no matter what they love, they can connect to it even better on Vodafone's network.

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