How do you visualise a fast network? The agency turned the question around. What is it that slows us down? ‘Buffering’ was soon on everyone’s mind. Buffering became the ‘monsters’, literally, and technology the weapon to fight them. By providing this technology Vodafone is empowering people, just as it says in the tagline. The idea of letting people dispose the captured monsters in Vodafone Stores felt natural and more exiting than a digital coupon.

The nature of the media made implementation easy. A clever location based mobile app and posters with QR-codes in Vodafone stores was all that was needed.Vodafone has been awarded ‘fastest telecom network in Germany’. The objective with the campaign was to communicate and leverage from this to further strengthen that position. By engaging the target group with the help of cutting edge technology, Vodafone did not only manifest the message, but also got people to the physical stores to buy data plans and products.The campaign had 40,000 downloads and out of these players as much as 15,000 people were so engaged in the competition that they visited Vodafone stores across Germany.

There was a lot of buzz and talks around the campaign and our YouTube promotional and instructional clips had 843,000 YouTube views.The media is the message. The use of cutting edge mobile technology did not only help to manifest and communicate the message, but was also profiling for Vodafone from a brand perspective.With the concept Vodafone created an experience that was based on the very product category they were marketing. That way the marketing became a part of the service and vice versa.Gamification was a something the client mentioned in the brief, i.e. engage consumers in a fun experience with word of mouth potential.

The mobile platform provided a link between the digital world and the physical stores.