Cannes Lions

LIVE. FROM A DIFFERENT WORLD

McCANN WORLDGROUP ROMANIA, Bucharest / VODAFONE / 2017

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Case Film
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Overview

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Credits

Overview

Description

Looking back at the local realities we realized we are not talking about one Romania, but two. The urban: young, modern but losing touch with their roots and history. And the rural: old, full of tradition, but shrinking. Isolated and forgotten.

We saw an opportunity to connect the two Romanian worlds by doing something only Vodafone’s superior network coverage could achieve: an interactive Facebook live show.

“Live from a different world” is a new entertainment format that connected urban Romanians to the most authentic Romanians alive. These are the elders who were awarded by UNESCO with the status of “Living Human Treasures” for keeping old traditions and values alive.

Execution

“Live. From a different world” was a series of 8 episodes livestreamed on Facebook from the most remote places in Romania where the last tradition keepers live.

The show was highly interactive and people from all over the country could connect to the elders from the “other Romania” and engage in a real conversation with them. Even Romanians from abroad got in touch.

The media campaign was a mix of digital (display / programmatic), FB promoted posts and special TV presence and regular TVCs broadcast a few days before the events (to build interest). For the first time we promoted an online show using 20” TV spots on the main TV stations.

The campaign generated media stories and engaged top Romanian celebrities, designers and even Emmy awarded journalists.

Outcome

Vodafone has connected the two Romanian worlds while proving their network superiority. Vodafone claimed 1st place in public perception of 4G coverage, with a peaking gap of 21% versus Orange, its main competitor.

The show was an online hit that gathered over 2 million participants, becoming a top talk show overpassing even some of the most viewed TV shows.

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