Jonathan Marlow
Equipa criativa at Grey London
London, Reino Unido
TituloThe Kiss
Agência
Campanha Sealed With A Kiss
Anunciante Vodafone
Marca Vodafone
PostedAbril 2013
Sector Empresarial Serviços de telefone móvel
Legenda A good thing
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 Televisão
Comprimento
Mercado Reino Unido
Empresa de produção
Empresa de design sonoro
Pós-produção
Director executivo criativo
Director criativo
Equipa criativa
Produtor
Realizador
Producer
Director de fotografia
Editor
Engenheiro de áudio

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