Cannes Lions

INTERNATIONAL TELEPHONE RATES

OMD SPAIN, Madrid / VODAFONE / 2007

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

District by district, we attack + 300 construction sites in Madrid, with teams made up of immigrants who would strengthen the emotional connection.During mid-morning breaks, we surprised the workers by giving them a cap and telling them that the next day we would return with a delicious surprise. This was a magnificent sandwich. While they were being eaten, lively gatherings took place, where we took the opportunity to inform them and provide advice about Vodafone's new Mi País service.

Outcome

The market quota grew 15% in Madrid compared with 2% objective. The African and South American group grew 17%, both very deeply rooted in the competition. During the activity, 32% of all Vodafone registrations came from immigrants. The same activity is now being planned at a national level.

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