The Brand Tracking research showed that consumers considered Vodafone’s coverage to be worse than the competitors. By taking this as the starting point, we contemplated on how to solve this problem and were inspired to look for more data to make sense of the situation. We had to encourage our target audience to get out of the office to prove that Vodafone’s coverage wasn’t limited, but we wouldn’t be able to do so if we lacked meaningful insights to actually motivate them. We gathered data on how young adults feel at the office and found out that they feel bored and trapped. Furthermore, research shows that 52% of young people believe they are more productive when working outside the office. This data provided us with a solid ground to build our strategy on. We used this data to build a creative solution that doesn’t only solve the problem, but also function as a game.

Research shows that our target audience spend up to 30 hours in their offices – so it seemed impossible to motivate them to experience the quality of Vodafone’s network in rural areas for themselves. We needed to know what our target audience felt about the time they had to spend in their offices. The academic researches we found suggested that Generation Y enjoyed nature and wanted to explore. Furthermore, the social media content generated by our target audience supported those findings. So we benefited from both academic and social insight and applied both on to our creative strategy.

Data we have collected showed that our target audience, spend a lot of time trapped in their offices and wished to work outside. Life never provided them a chance to enjoy and work at the same time because their productivity is dependent of data and it isn’t accessible outside office. Therefore, we came up with the game-like system that awards our target audience with free MBs of internet to encourage them to work outside office and explore. “The Coverage Explorer” campaign, with the hashtag #imworkingoutside, encouraged them to share their experiences online, therefore proving Vodafone’s quality of expanded coverage. We tracked signals of the young white collars who had signed up on campaign’s website in real-time to award them with every kilometre they traveled away. As a result, we awarded 86510MB of free data and the perception of Vodafone’s expanded coverage increased by 30%.

This case is an example of how data enables the detection of meaningful insight that can help a brand become more for the consumer by serving as a helper of life.

We knew that to detect meaningful insights, we needed to look for the correct sources of data. During our data gathering process, we followed the strategy to focus on the data sources that are provided by our target audience – and there is nothing a young white collar love more than creating and sharing content. In order not to be confused on excessive data, we limited our focus on the entries on office life. This provided us the inspiration as to why young white collars should get out of the office. Social media analyses revealed more precious data than academic researches, our target audience wasn’t able to realise their motivation to explore and was feeling trapped in their offices. After having a deeper comprehension of the troubles that our target audience is suffering from, we had a more clear idea of the solution.

SITUATION –

Turkey has the most crowded population of young adults in Europe. However, most of them are stuck to their desks in offices, sitting for the most of the day 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 make a connection with our target audience, we needed t 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.