Cannes Lions

Vodafone LookUp

OGILVY & MATHER MUMBAI, Mumbai / VODAFONE / 2017

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Overview

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Credits

Overview

Description

We created a concept called 'Vodafone Phone Valet'. The phone valet let young couples check-in their phones at the beginning of their date so they could spend the whole evening free of distractions and focus on the only thing that mattered that evening - their Valentine's date. We then captured their reactions at the end of the night and compiled it as a video to inspire others to #LookUp. This small gesture snowballed into a movement as people started tagging their loved ones, challenging them to stay away from their phones. Soon, other restaurants, cafes and even corporate offices joined in by setting up Phone Valet booths in their premises.

Execution

Once the communication objective and the target audience was identified, it was important to identify the right time. Since the idea was to bring people closer, we chose Valentine's Day as the right time to implement the idea.

We started on Valentine's Day - 14 Feb, 2017 from a well known restaurant in Mumbai. We set up our first ever phone valet booth and asked couples to park their phones with us and enjoy their evening.

We put a video of this activity and posted it online. A small gesture, snowballed into a movement as people started tagging each other, challenging them to keep their phones away. Soon, other restaurants, cafes and corporate offices joined in and took the idea on a much larger scale.

Outcome

The activity was recorded and put online. The video went viral with over 15 million views and nearly 60,000 shares on various social platforms. In just 2 weeks, there were over 130 million social media impressions. #LookUp got trending on number 2 position on twitter. Many sports and Bollywood Celebrities tagged their loved ones and appreciated the idea online. While it created millions of impressions, the most important one was the promise to LookUp.

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