Cannes Lions

Vodafone "Between Us"

Y&R TEAM RED ISTANBUL, Istanbul / VODAFONE / 2016

Awards:

1 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

Entries

Credits

Overview

Description

Violence against women is one of the major issues in Turkey.

Over the last decade, 5813 women were murdered in Turkey. And only in 2014, 132,000 women were subject to domestic violence by their fathers, husbands or brothers.

No one was helping them when they needed it most, during the act of violence was happening. Vodafone decided to do something about it, creating the “Red Light” application. An app hidden as a smartphone flashlight that when downloaded, could alert help without their persecutor knowing.

Vodafone needed to create a communication that created mass awareness amongst Turkish women, without alerting men; a communication as secretive as the app itself.

Within one year, the application was downloaded by 254,583 women which is over 24% of women with smartphones in Turkey.

In 14 months since the launch, over 1,5 million women watched our tutorials and shared them without alerting men. 86% of the people who viewed the video were women.

Sadly, over 103,122 women asked for help by using the application.

Vodafone saw record high increase in Net Promotion Score amongst women, and significant positive changes in key brand attributes such as ‘A company you can trust’, ‘Understands your needs’, ‘Pioneer in the field of digital transformation’ and ‘Consideration’.

Execution

We prepared women specific video and embedded the app information in it.

At the beginning of the video, we see a woman (actress pretending to be famous blogger) giving a video tutorial about a fairly feminine topic – e.g. applying nail art.

But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial.

Furthermore we developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.

Outcome

As of today over 290.000 women have downloaded the app. The app has been activated over 110.000 times.

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