Research showed consumers considered Vodafone’s coverage was worse than competitors. We needed our target audience, young white collars, to experience the quality service by themselves. However, they spent 30 hours a week, in offices.

We named the campaign “Coverage Explorer,” referring to our internet-surfing, experience-seeker white collar target audience. We provided bored young white collars who want to explore but are dependent to internet, a chance to enjoy their time by motivating them to work outside. We freed them from their dependence to the internet by giving out free data for as much as they would travel away from their office. Young white collars could sign up from the campaign’s website to have their traveled distance measured. Then, they gained free MBs of internet data for as much as they traveled away from their office. With the use of the hashtag #imworkingoutside, the campaign motivated the consumers to share their experiences online. The campaign encouraged the usage of the service, therefore proving its quality, as well as solving a problem of the target audience’s life.

By not only motivating our target audience to gain mobility in their life, but also enabling and rewarding them to do so, we proved the quality of Vodafone’s expanded coverage and designed a solution that contains both work and play. As a result, we awarded 86510MB of free data and the perception of Vodafone’s expanded coverage increased by 30%, 5% higher than initially expected.

The challenge of this campaign was to encourage them to step outside the office and give them a good reason to do so. To find our “good reason,” we collected relevant data generated by our target audience on social media. Afterwards, we concluded that the productivity’s dependency on the internet prevented them to realise their motivation for exploration. To solve this problem, we used mobile devices to award the target audience with free data, every kilometre they traveled away from the office. This helped the target audience gain mobility by freeing them from their offices as well as motivating them to use the service more – an inevitable firsthand experience of the quality of Vodafone’s expanded coverage.

SITUATION –

Turkey has the most crowded population of young adults in Europe. However, most of them are stuck to their desks in offices with no time to explore. The dependence of productivity to office results from the internet access provided within the 93% of the offices, so how could white collar workers step out?

BRIEF –

Vodafone needed to come up with a persuasive answer for this question and motivate the young white collars to step out of their offices.

OBJECTIVE –

In order to prove the expanded coverage of Vodafone and improve the relationship with our target audience, we needed to encourage young white collars to get out of the office, where they can be awarded with free MBs of mobile data to be used only in rural areas.