Cannes Lions

VODAFONE FIRSTS

AKQA, London / VODAFONE / 2015

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Overview

Entries

Credits

Overview

Description

As part of a worldwide campaign, we worked with local markets to identify Firsts that would resonate in different countries, across EMEA (UK/Germany/Italy, Egypt/Qatar, and South Africa). We worked closely with the local markets throughout the treatment process to ensure we were sensitive to local customs and current events.

In filming preparation, we also needed to be aware of local insurance needs. With Pitch Your First, we also partnered with local markets and local legal counsel to ensure we complied with local laws and parameters for competition.

Execution

Over the year we devised and developed 17 stories in 12 countries, creating over 100 pieces of film.

Our content was hosted across an online engagement platform including multiple social channels and 10 local sites. Multiple social conversations, engagement and surprise and delight competitions were fed into and shared across our Firsts social networks including Facebook, Instagram and Twitter.

We created nearly twenty unique events so more people could participate – including using mobile phone technology in London to create the world's biggest remembrance poppy, to an orchestra of phones in Berlin with Booka Shade.

Outcome

Across the year, there were 18,884,425 views, 2,573,783 site visits and 234,162 followers. Online conversation registered 12 times more positive, than Vodafone conversations before Firsts.

The campaign regularly caught media attention in over 1,800 publications across 105+ countries. Firsts appeared on primetime news (BBC, ITV, Sky) and in countless press articles. One of our Firsts contributors even ended up with her own chat show in Holland.

The Pitch Your First competition resulted in 12,330 unique pitches and 36,000 votes for the winners.

Celebrity blogger Perez Hilton gave Firsts the ultimate stamp of approval: “This is why the internet exists”.

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