vodafone christmas brief
TRANSCRIPT
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VODAFONECHRISTMAS 2014Agency: Idea Bunker
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1.6 million Irish people own smart phones.92% under 24’s access mobile internet daily49% on prepay Vodafone 40% market share2.3 million Facebook users600k daily Twitter users
BACKGROUND:
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Tie in with brand purposeCreative and meaningful communication with our target. Drive sales through website and outlets.Create a unique position for Vodafone at Christmas.Space for Vodafone in customers life
OBJECTIVES:
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18-22 years old50% students and working26% with Vodafone63.86% prepay83% using social media apps
TARGET MARKET:
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Socialising and Sports top interests42% friends & family favourite thing about ChristmasPrefer to give gifts than receive them.
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Michael Staples, 19 years oldUndergrad in UCDLives with friends on campus, originally from KerryEnjoys GAA, on-line gaming, socialising with friendsLikes Christmas as he gets to spend time with family & friends back home.His parents financially support himHe is on a Vodafone bill which his parents pay but he now has to find a part-time job.
SnapchatTwitterFacebook
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Katie Kerrigan, 23 years oldMasters student in DCU Working part-time as a waitressLoves photography, travelling, cooking and rugby.Loves Christmas as she gets to spend time with friends and she loves to give presents & kris-kindle.Financially independent On pre pay 02, as she doesn’t want to be tied into a billVery active on social mediaMany friends away.
InstagramFacebookSkypeWhatsApp
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INSIGHT:People prefer to give gifts rather than
receive them at Christmas
People think it’s the little things that make a big
difference at Christmas
Survey + Brief
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Vodafone want to make it easy for people to give at Christmas and to reconnect with family and friends
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Money Conscious Loyalty only limited to best offer Saturated and Cluttered MarketChristmas means more socialisingData costs a lot on P.A.Y.G
KEY ISSUES:
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High involvement goodZip-zap behaviour Affect on peoples livesCompetitor offers
BARRIERS:
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High social interaction at ChristmasWOM & e-WOMLikely to go to best offerFriends and Family abroad
ENABLERS:
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Give the customer the chance to…Re-connect this Christmas Socially and DigitallyGive and incentive to stay with Vodafone Give back to the loyal consumer baseEncourage Giving.
ACTION:
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Using connected channels,we want to give something special to those who need it this Christmas, and encourageyou to do the same. Meeting our objective to drivesales on-line & in-store.
STRATEGY:
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CREATIVE IDEA:
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Making it easy to give and connect with friends & family this Christmas.
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WEBSITE & APP:
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Website hosted on Vodafone.ie/destressmasApp, €1 download goes to charity.Showcase of Vodafone deals, offers, events & guides.
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Santa has a team of elves to get him through Christmas.Now, wouldn’t that be nice...
DE-STRESSMAS ELVES
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Chairs located in top departmentstores around Ireland.Pop up benches nation wide.Instant wifi access.Keeping you connected.
DAD CHAIRS &BENCHES
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IN-STORE:WRAP STATION
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PRINT:
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DIGITALADVERTISING:
Drive to the website.Push to download the App.Joe.ie, her.ie, thejournal.ie, & the daily mail
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TIMELINE:
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NOVEMBER DECEMBER
17th10th 1st 8th 15th 24th
In-store decoration 28th Nov
Introduce the De-Stressmas Elves, start tweeting.
Dad chairs and benches.Launch digital advertising & print.
Call out for Elves on Facebook, and social media.
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BUDGET:Print OOH 50kDigital Ads 30kExperiential Elves 34.5kBenches/chairs wifi 30kWeb/App 30kIn-store visibility 3.2kAgency fees 15k Prizes 20k
Total 213k
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NEXT STEPS:Review campaign.Expand the Elves, make your team.Elves into the U.K.Expand chairs/benches at sporting events.Build further on our guides.
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THANKS!