THE CHALLENGE
The term ‘unlimited’ is overused in the Telco industry. Time of day, day of the week, length of call restrictions and complicated terms and conditions have devalued the concept of unlimited, rendering it meaningless to consumers. So what is the most effective way Vodafone can promote its new suite of contract caps which offer unlimited Vodafone to Vodafone standard national calls?
THE SOLUTION
In order to demonstrate that the Vodafone proposition was truly unlimited, the ‘Vodafone Unlimited 24 hr Experience’ promotion was born. Consumers were challenged to devise their ultimate day if they were given a Vodafone credit card with no limits. For the winner, this day would become a reality.
THE RESULTS
We created a highly interactive campaign that garnered extensive media coverage to the value of $1.2M, leading to positive brand engagement and an additional 15,000 Vodafone fans on Facebook. Most importantly, it delivered sales at 106% of target.
