Media > Use of Media

VODAFONE YU: THE CONTRACT

WINK, Madrid / VODAFONE / 2014

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Overview

Credits

OVERVIEW

Effectiveness

We appeared on 14 highly rated TV programs

8 written press articles

More than 140 webs and blogs

More than 420,000 views on YouTube

Huge impact in social media.

The event was trending topic on twitter with hundreds of mentions

Thousands of posts all over Facebook

A lot of activity on Google +, Instagram and Flickr

The campaign achieves 22,731,729 impacts in two weeks and multiplies its value 27 times over

Execution

The collaboration worked since the beginning, he understood the strategy, and both the language and tone to use, looking for the best media according to our target, and finally reinforcing them to gain higher reach.

They proposed doing a call through the media mostly used by the target, the internet. This allowed us to spread the message in this channel, also through Alex´s de la Iglesia, Hugo´s Silva and the client´s profiles.

Empowering the presence of the protagonists in different programs to generate interviews about the project, and allow the target to see it and participate.

They also strengthen the relationship with the media, inviting them to the shooting on an exclusive placement, so they could have a better access, and allowing press conferences with the director and actor.

All the content was spread throughout the most influential media for our target. The spot on the most related TV channels, and also making use of the core media for our target, the internet and social media.

Strategy

Our challenge

Vodafone yu launched a new mobile service contract, and we had a challenge;

to make young people the stars of our campaign.

Our target was 15 to 25 year olds.

Our strategy was to make the media show it, so the word of mouth would happen in the young target, because, if it isn’t talked about, it would be as if it had never happened.

How?

Creating a noticeable event, and giving to our target the leading role.

We hired the most famous director in Spain.

We hired the most well known actor in Spain.

We made an announcement with our protagonists to generate a huge people concentration.

We closed Gran Via, the main Madrid street, the artery of the city.

All of that would ensure space in the media as new.

So, we invited all of the media to talk about it.

We gave a press conference.

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