Cannes Lions

TELECOMMUNICATIONS SERVICES

OMD, Milan / VODAFONE / 2010

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Overview

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Credits

Overview

Execution

The traditional campaign included bill-posting in ten cities through side by side outdoor sites.To further strengthen the importance of the ad’s message, we planned to create ad hoc video projections played through a guerrilla marketing solution and maxi sites placed in strategic cities areas, with a strong flow of people.In Milan, we installed maxi video screens inside a maxi outdoor site, through which we were able to show a video presenting the whole mobile functionalities.

In Rome airport, an installation with an interactive screen was set up, showing a sort of Tetris game representing the campaign image. The peculiarity of this solution was that people could move the little coloured boxes without touching the screen, but by simply approaching their hand: software able to detect hand movement.The whole communication planning ended at the beginning of December with a Vodafone-branded video tram appearing in the main streets of Milan. 24 side by side monitors were positioned in the place of the tram windows.

Outcome

The communication lasted 60 days in the following cities: Turin, Genoa, Milan, Padua, Bologna, Florence, Rome, Naples, Bari, Palermo.Overall campaign had good results both in terms of impact and visibility.Internal forecasts let us think that people who had the possibility to see the message could have been 8,300,000.

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