Vodafone - "Lake"

Grey London

Grey London London, Regno Unito

6795

Titolo	Lake
Agenzia	Grey London
Campagna	Sealed With A Kiss
Cliente	Vodafone
Marca	Vodafone
Data di Prima Diffusione/Publicazione	2013 / 5
Settore	Apparecchi telefonici
Trama	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 di Media	Televisione e Cinema
Lunghezza	60 seconds
Post Produzione	MPC LDN
Audio Post Production	Factory Studios
Grade	MPC LDN
Executive Creative Director	Nils Leonard
Creative Director	Jonathan Marlow
Head of Planning	Leo Rayman
Agency Producer	Angela Eleini
Casa di Produzione	Academy Films
Director	Frédéric Planchon
Editor	Sam Rice-Edwards