Cannes Lions

VODAFONE

OMD NETHERLANDS, Amsterdam / VODAFONE / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

Exclusive online content through Vodafone’s V-Reporters, in-program item the Vodafone Red Room, tweets and Facebook updates on TV all stimulated the target audience to interact via mobile internet. Via break bumpers, cromo’s and TV-billboarding we claimed ownership of the show and all its digital services. Much like we did during the groundbreaking first season, but with even more stunning results.This year’s additions:-ThuisCoach: after downloading you were able to experience being a coach through all phases of the program, each phase with its own gameplay. The results of the Thuiscoach were reported back into the TV show, providing a truly integrated experience-Further activation of our V-reporters for more social media activity-More social media in Vodafone’s hub (Red Room)-Turn Vodafone shops into Red RoomsAll this facilitated the direct emotional connection via the mobile phone / mobile internet.

Outcome

(NL: 17 million inhabitants)•Marketshare: +6.4% (2011)•Data subscriptions: 3% of TV-audience bought as result of TVOH (approximately €43 million(!) turnover)•Relevant image parameters changed (index: viewers with sponsor association versus non-viewers): "Vodafone:o“makes mobile internet simple and easy to use” (233)o“offers the best mobile internet experience” (213)o“Mobile internet by Vodafone is really something for me” (216)•Talent show: best watched ever•Sponsor association: 65% (benchmark 39%)•Mobile site: 957,000 visits•Videoviews: 12.5 million•ThuisCoach: 650,000(!) downloads; 600,000 active players, being 1/5 of viewers•Social media: 400,000 followers•#TVOH: weekly worldwide trending topic

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