Cannes Lions

PARTYSTARTER

ACHTUNG!, Amsterdam / VODAFONE / 2013

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Case Film

Overview

Entries

Credits

Overview

Description

Insight

For Vodafone in The Netherlands, adolescents are a hard to grasp target audience. At the same time, they do visit dance-festivals regularly on a large scale. Therefore, Vodafone started a co-operation with ID&T, one of the world's largest organisers of dance-events.

Idea

To tap into this younger dance-audience, we created The Partystarter, a dance-app for smartphones. By registering one's pace and endurance of dance-moves, participants gathered points to win exclusive tickets for the top 3 ID&T dance-festivals, Sensation, Welcome to the Future and Mysteryland. Dancing together with one's Facebook friend brings in an additional 10% of points.

Launch

The game was launched simultaneously on Vodafone's Facebook-page and seeded to party-blogs, followed by a TV-campaign running at MTV. With Sensation being the first dance party to win exclusive tickets for, the winner managed to dance for 137 hours and 16' using the app, leaving 10,000 participants behind him. The following ID&T parties were even more popular and marked 70.000 plays.

Results

The Partystarter managed to hit the right spot for the target audience.The game was downloaded 34.000 times, while being played for 86.000 times, averaging an impressive 20' time spent per download. Altogether, 11.774 hours of dance time. The campaign helped to increase spontaneous brand recognition amongst adolescents with 57% to 83% brand awareness.

Execution

To tap into this younger dance audience, we created The Partystarter, a dance-app for smartphones. By registering the pace and endurance of dance-moves, participants gathered points to win exclusive tickets for the top 3 ID&T dance-festivals: Sensation, Welcome to the Future and Mysteryland. Dancing together with one's Facebook friend brings in an additional 10% points.

Outcome

The Partystarter managed to hit the right spot for the target audience. The game was downloaded 34,000 times, and was played 86,000 times, averaging an impressive 20 minute time spent per download. Altogether, 11,774 hours of dance-time.

The campaign helped to increase spontaneous brand recognition amongst adolescents with 57% to 83% brand awareness.

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