Research showed consumers considered Vodafone’s coverage was worse than competitors. A communication only showing how good the quality is, wouldn’t be enough to solve this. We needed our target audience, young white collars, to experience the quality service by themselves. However, they spent 30 hours a week, in offices.

We named the campaign “Coverage Explorer,” referring to our internet-surfing, experience-seeker white collar target audience. We provided bored young white collars who want to explore but are dependent to internet, a chance to enjoy their time by motivating them to work outside. We freed them from their dependence to the internet by giving out free data for as much as they would travel away from their office. Young white collars could sign up from the campaign’s website to have their traveled distance measured. Then, they gained free MBs of internet data for as much as they traveled away from their office. With the use of the hashtag #imworkingoutside, the campaign motivated the consumers to share their experiences online. The campaign encouraged the usage of the service, therefore proving its quality, as well as solving a problem of the target audience’s life.

By not only motivating our target audience to “work outside” but also enabling and rewarding them to do so, we proved the quality of Vodafone’s expanded coverage and designed a solution that contains both work and play. As a result, we awarded 86510MB of free data and the perception of Vodafone’s expanded coverage increased by 30%, 5% higher than initially expected.