Premiile obtinute la FIBRA #2:
CAMPANIA ANULUI / Live. From a Different World
GRAND FIBRA /[DIGITAL]:
Live. From a Different World / VODAFONE / McCann
- Gold FIBRA @ Social Media
- Gold FIBRA @ Use of New Media
- Gold FIBRA @ Branded Content & Entertainment
PRESENTING THE CASE
Campaign / Execution Summary
We connected the two Romanian worlds that never meet and grow apart further and further each day: the urban, young and modern but losing touch with their roots, and the most isolated parts of Romania, full of old traditions but shrinking in isolation.
Vodafone managed to prove the power of its network and connect the two. We created a live show that functioned like a PR machine: each answer the elders gave generated a media conversation and media buzz.
“Live from a different world” connected urban Romanians to the most authentic Romanians alive: the elders awarded by UNESCO status as “Living Human Treasures” for keeping old traditions and values alive.
For two seasons of four episodes each, the elders welcomed us to their world. Everyone online joined LIVE a village elders’ gathering, a traditional sewing lesson with the sheepskins master, the last traditional singer’s recital and a visual crafts workshop.
CONTEXT / PROBLEM / OPPORTUNITY / INSIGHT
After making the biggest investment in network infrastructure in the last 20 years, Vodafone was certified as the best 4G network in Romania by the independent auditor P3. Having the best network has been a key differentiator for years now, but our superiority is constantly challenged by the competitor’s claims.
Vodafone is a brand that has always rooted its communication in local realities and tensions and empowered Romanians to overcome their barriers. So instead of restating our network leadership we set out to prove it with a live demonstration of its reliability and coverage.
Our brief, was to make this live demonstration by creating a conversation in the media around a local reality.
PR OBJECTIVES:
Raise awareness around Romania’s undiscovered human tresures.
BUSINESS OBJECTIVES:
Increase Vodafone’s perception of 4G coverage
TARGET GROUP
We wanted to connect the young Romanians to the keepers of the Romanian tradition & knowledge, in order to create a conversation around the differences that came up while the two Romanias grew apart.
RESULTS
Vodafone has connected the two Romanian worlds while proving their network superiority. Vodafone claimed 1st place in public perception of 4G coverage, with a peaking gap of 21% versus Orange, its main competitor.
The show was an online hit that gathered over 2 million participants, becoming a top talk show overpassing even some of the most viewed TV shows.
INFO:
Agency/Company: McCann Worldgroup Romania
Entry Case Title: Live. From a Different World
Brand: Vodafone
Client: Vodafone
CREDITS:
Chief Creative Officer: Catalin Dobre
Copywriter: Ruxandra Papuc
Art Director: Daniel Strugariu
OTHER CONTRIBUTING COMPANIES
Media Agency: MEC Romania
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