Cannes Lions

START SOMETHING NEW

OMD INTERNATIONAL, London / VODAFONE / 2013

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Case Film
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Overview

Entries

Credits

Overview

Execution

START SOMETHING NEW

The ‘Start Something New’ campaign came from the universal truth: ‘we all strive for continual improvement and experiences’. This connected the audience, Vodafone’s new network and McLaren.

A 4-day experiential zone took over an area the size of 45 football pitches in downtown Budapest where consumers were challenged to ‘Start Something New’. Activities -all passion points of the target consumer- included DJing, cooking and F1 simulator racing

During the festival, Facebook enabled-RFID amplified Vodafone, rewarding Budapest’s participation. The aim was to increase online buzz for Vodafone versus a previous event in Manchester during 2011.

Outcome

VODAFONE CUT THROUGH:

- 65% uplift in buzz versus Manchester 2011 event

- 90% attributed the event to Vodafone (vs previous event 16%!)

- 38% attribution to 3G Network extension

- 1.7m Facebook posts and 308,000 impressions from RFID

HIGH TARGET AUDIENCE PARTICIPATION:

- 69% attending were target segments

- 20% (2.1m) of Hungarian population viewed live state TV broadcast (vs. 1.3m viewing the Hungarian GP)!

- 125,000 experiential footfall

- 250,000 live spectators

IMPACT ON BRAND METRICS:

- 95% viewed Vodafone more positively

- 42% of non-customers saw Vodafone as more appealing

ROI:

- €3,288,000 earned media (619 articles)

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