Vodafone - "Coffee"

Grey London

Grey London London, Großbritannien

12198

Titel	Coffee
Agentur	Grey London
Kampagne	Sealed With A Kiss
Werbende	Vodafone
Marke	Vodafone
Posted	JunI 2014
Geschäftsbereich	Mobilfunk, WAP
Story	SUMMARY: Vodafone wanted to improved customers’ average spend by launching their most expensive tariff ever: RED. But in the middle of a recession and in a category driven by flashy deals and cheap prices, that wasn’t going to be easy. The aim was to acquire additional high value customers into RED, improve customer relationship and drive consideration amongst target consumers. RED offered unlimited texts and minutes but the word “unlimited” was over-used and meaningless. Vodafone made it mean something new, something powerful, by appealing to minds and hearts - and it all started with a kiss. Vodafone RED smashed all targets. Sign-ups to RED doubled, average revenue per user increased for RED customers and built a longer relationship with this valuable group. Churn for RED customers fell by 23% in Hungary and 50% in Greece, earning over 140 million Euros for the business – An estimated return on marketing investment of 6.25. So what started with a kiss, ended as a love affair!
Medientyp	Plakat
Creative Director	Jonathan Marlow
Executive Creative Director	Nils Leonard
Agency Producer	Angela Eleini
Creative Teammitglied	Leo Rayman
Head of Planning	Leo Rayman