STARTING POINT

In the Spanish Telecommunication market In Spain, the young people segment is the key driver for the growth in its class due to both usage and capability to influence. That is the reason why Vodafone creates an innovative product and service offering specific for young people under the name of VodafoneYU

In the young people segment, Vodafone is not relevant by share (figure) or perception (preference figure).

The young people segment in Spain rejects brands and is the target group more difficult to acquire.

THE CHALLENGE

Reinventing the way in which brands relate to young people, starting from relevance and value contribution beyond communication.

INSIGHTS

The characteristics of the Spanish young people are: 1) They embrace brands, but do not buy them; 2) They value facts, not words; 3) Technology has generated a pathology with symtoms such as anxiety when disconnecting from it and fear that disconeccting leads to miss what is happening”; 4) They consume contents in their own media.

IDEA

Three daily hours of best- in-class enterteinment through a multi-window content platform that goes with you 24x7, in which the brand is the message rather than the add.

A program at the service of young people and brand, to co-create a unique content about the national and international most npopular celebrities to relief the anxiety caused by the disconnection and help young people not to miss anything