Vodafone - "Coffee"

Grey London

Grey London London, Reino Unido

12169

Titulo	Coffee
Agência	Grey London
Campanha	Sealed With A Kiss
Anunciante	Vodafone
Marca	Vodafone
Posted	Junho 2014
Sector Empresarial	Serviços de telefone móvel
História	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!
Tipo de Mídia	Poster
Director criativo	Jonathan Marlow
Director executivo criativo	Nils Leonard
Produtor da agência	Angela Eleini
Equipa criativa	Leo Rayman
Head of Planning	Leo Rayman