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Face of Italy

basics
Industry: Professional & Public services
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Over the last few years the amount of migrants in Italy has dramatically increased. 20% of migrants are young people. The infusion of new people makes it possible to establish a new form of community, with expanded tolerance and equality. Vodafone Italy’s Shake Remix: numerous combinations of Giga, Minutes and Texts. The offer can be changed at any time just by swiping the options and shaking your smartphone. Product was targeted at younger Italian people.
Strategy
The product, which is about balancing different options in order to find harmony, found its reflection in the young Italian society. The campaign’s biggest outdoors and TV spot featured Ghali — half Tunisian super star rapper — who has a loud position on immigration and social adaption issues. Big data analytics allowed us to capture pedestrian traffic and behavior in 23 cities to find heroes for the campaign. We looked for the most popular and beloved locations in these cities then we matched the results with the brief essentials. As a result we got lots of geo locations and sent scouts to find and sign heroes suitable for the campaign.
Relevancy
This hyper-targeted campaign established a new level of relationships between brand and target audience. Substantial amount of people actually saw familiar faces in the ads. Due to data analysis we managed to find right heroes for the campaign and then then using the same patterns to find them we created a media strategy and placed the exact layouts in the most relevant places both off and online.
Outcome
80,000 people used the web app to share their collages, and more than 25% contributed their portraits to the campaign. The campaign performed 4 times better than other Vodafone campaigns and 3 times better compared to similar campaigns run by other companies on the same target, in terms of increasing the awareness of the product. Over 250’000’000 organic impressions and over 100’000’000 views of video assets. The campaign gathered 30% of the Italian target population on e-commerce to try out the product. The campaign made product sales rise up to 200% compared to the previous commercial push. The campaign has grown into a huge movement of celebrating cultural diversity, unity and youth.
Execution
We took photos of the heroes, then using the same data analytics we created a media strategy. Hyper-targeted on and offline ads were pointed at very small groups of specialized audiences in outdoor, POS, banners, Facebook ads, Instagram ads, and stories. Most of the people that we found were more than happy to collaborate, some of them because of the social and plural vibe of the campaign, and others found it a great opportunity to promote their own businesses. In the user generated part of the campaign, data also played a leading role. We also provided a web app that allowed everyone to make their own collages. 25% of users claimed their interest to be in the campaign. Their faces were in rotation together with locals and celebrities. Predictive and geo models had been used to target these user generated ads at the most relevant small groups of target audiences.
CampaignDescription
Vodafone Analytics collects and crunches meaningful information, and provides tools to access insights and KPIs. Thanks to 4G expansion and “always on” modes, Vodafone Italia collects, anonymizes, aggregates, and distils PS data Behavioral Analysis, Pattern Analysis, Profiling, and Segment Analysis.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Sectors > Consumer Services
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