Cannes Lions

VODAFONE BLACKBERRY

PARTNERS ANDREWS ALDRIDGE, London / VODAFONE / 2008

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Overview

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Credits

Overview

Description

To invite some of Vodafone’s most important and valuable clients to the ultimate corporate hospitality event – a driving day with Lewis Hamilton, darling of British Motorsport.

To ensure maximum attendance at the event with an invitation that was impossible to turn down.

Execution

Senior blue-chip chief execs are difficult to reach. Even if you get past the gate-keeper, they think they’ve done it all when it comes to corporate entertainment.

We had to create an invitation so individual and unique that it would be impossible to refuse.

Each senior client contact was sent the latest Vodafone Blackberry, complete with a personalised voicemail message from Lewis inviting them to take a drive with him. Information about the day was enclosed and the location of the event was programmed onto the Blackberry SatNav. To respond, the recipient simply called the number with their new Blackberry.

Outcome

Naturally, there was a 100% response rate. Every single person called to accept the invite and to express their delight in having received it.There is also the longer term value that each of these delighted high value customers will bring in the future. Research amongst the recipients showed that this mailing reinforced their perception of Vodafone as a premium brand.

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