Campaign: Vodafone Prepaid “Live Life Like a Game”Brand: VodafoneClient: Vodafone RomâniaSubmitted by: McCann Worldgroup România
Background/objectives:Urged by an aggressive market and consumer context, Vodafone had to differentiate itself as an enabler of life people desire to live, and move away from the transactional data and bonuses battle.
Strategy:“Live life like a game” built on the target insight that games help them release the pressures of the everyday struggles. Thus, Vodafone transformed gamification into an inspiring brand message and a product experience, as well.
Results:Boosted users’ activity in the networkGained Vodafone’s leadership on differentiating image indicatorsTurned the product into a pop-culture phenomenon