We identified bus stop signs located at strategic places all around Madrid, and we “registered” them as authentic users of Vodafone 360, thus creating their own profiles in social networks linked to the service.On each marquee, we integrated a giant replica of the mobile phone, recreating its real navigational menu with an interactive application. Also, each marquee had its own “ambassador” whose mission was to locate points of interest in the surrounding area.

These were added to the location map on our interactive application together with photos and commentaries that the ambassadors had gathered on them. The marquee mobile phones slowly but surely increased their contact network and content by discovering businesses, restaurants, shopping galleries and endless other options, which demonstrated the essence of the product through multitudinous, yet personal, experience: direct interaction with a bus stop marquee or at home with a PC, to prove that, in effect, we can share our “world” in one sole place.

We managed to interact with over 12,000 users, creating a contact network and group content around tons of points of interest located on each marquee. The Vodafone 360 campaign gained the highest recognition ratio in all of Europe: In terms of efficiency, it it contributed to putting us in the top 10 global campaigns carried out by the brand. The return in free advertising outweighed the action’s production costs.