Cannes Lions

VODAFONE VS PIZZA REDS

MINDSHARE, Istanbul / MINDSHARE / 2015

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Overview

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Credits

Overview

Description

The Pitch was very competitive as Vodafone is one of the biggest advertiser in Turkey. We had to find a way to differentiate ourselves from other Media Agencies.We have managed to impress Vodafone directly during the pitch presenting the campaing which explains our workflow by itself.

Execution

Campaign designed was for Pizza Reds, a local pizza shop. Two partners were on the verge of a serious decision to either keep their shop or shut it down. Our campaign took the discussion to digital world, where we decided to let people decide the fate of Pizza Reds.

Using our connections architecture model for Pizza Reds, we utilized paid media to drive traffic and attention to our owned assets. We promoted a viral video depicting the discussion between two partners and asked people to cast their votes. By constantly monitoring the conversation, we created real-time content to engage the audience exposed to our campaign. Using custom dashboards we studied the relation between paid, owned and earned media and optimized our communication efforts to maximize our gain within limited budget.

Outcome

Pizza Reds increased their sales by 240% within 1 week.

Our video reached 1.6 million views on YouTube and placed 6th most viewed on Facebook and Twitter in a day.

Vodafone picked us for their pitch, proving our efforts worked.

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