The idea of a big red brand coming to Romania resulted in a 'let's makeit big and red' approach.

A 2-step plan: * A punctual, nation-wide, PR-generating event announcingVodafone's entrance on the market to create the momentum needed for thelaunch. * A heavy-weight, through-the-line campaign, to ensure thecoverage of all brand touch points in the mission to disseminate the newbrand message.

The launch event generated huge word-of-mouth and lots of PR articles.More than 10,000 people were present at the laser show in Bucharest.

50,000 clicks and 400,000 impressions for Vodafone webpage on the first launch day.

Vodafone awareness increased radically, from 60% before the launch to 95% two months later.