Cannes Lions

MOBILE TELECOMMUNICATIONS PROVIDER

MAXUS GLOBAL, Mumbai / VODAFONE / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

3 essential pillars – 1) MTV, being a youth icon channel; 2) A real show not just communication messages, living the up & downs of life; 3) Content personifying the characteristics of youth – fight of survival, war for love. 2 boys wooed by 20 girls in a deserted villa at Goa, a dream come true for every youth.

Vodafone was subtly entrenched in their everyday lives by its presence in the form of key chains, Vodafone mugs, handsets and charging stations at the premise. It was also ingrained in the scripts giving contestant opportunities & constant reminders by VJs about “Vodafone Second chance”, “Vodafone Call for love” and “Vodafone Love alert”. Vodafone also claimed aston bands, radio spots and mentions, café mocha branding, facebook, orkut, Malls, articles in Cosmopolitan and India today, wallpapers, MSN censored clips, Multiplexes and theaters, blasted outdoors, clue boards, YouTube videos and much more...

Outcome

USD 20 Mn worth of PR coverage.

Heavy TV promotion of 5000 promos across 9 channels.

Outdoor campaign across 4 cities.8 lac views on Splitsvilla blog resulting in download of content.USD 0.75 Mn worth of “Fresh content and programming time”Overall media value worth USD 2 Mn against an investment which was 1/4th of the value.More importantly created a new language for youth.MTV gained 30% higher channel share and 7 times higher ratings due to Splitsvilla, helping it to change its market position.Can we end the war for airtime?

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