Vodafone relaunched Vodafone Happy, its loyalty program, with a new format and new awards, in order to get closer to its customer needs, recognizing the value of subscriber loyalty. With our campaign we had to raise awareness about this new format, show the value of Vodafone customer loyalty and tell the experience of the Happy Reward program.

When you have the chance to win big prizes, nothing can affect your happiness. Not even a bad day.

The video strategy lived mainly in video format on the Italian Vodafone's Instagram channel, each video going online in a different day and week (from mid-July to the beginning of August). We chose Instagram as our main platform in order to reach a wider target audience.

The campaign consisted in a video strategy centered on Hide The Pain Harold, the meme-character with the iconic smile, who is the protagonist of a series of 3 videos in which we will see him perpetually happy despite finding himself involved in situations that are anything but pleasant (summer in the office without air conditioning, fined by a policeman, and with his favourite team losing). A voice over explains how he has not lost his smile thanks to Vodafone Happy.

The campaign reached 1.4M Impressions, 3k interactions and 26.7k clicks, while having 46% positive sentiment (+575% compared to average positive sentiment of contents on Vodafone channels)