VODAFONECHRISTMAS 2014Agency: Idea Bunker

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:

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:

18-22 years old50% students and working26% with Vodafone63.86% prepay83% using social media apps

TARGET MARKET:

Socialising and Sports top interests42% friends & family favourite thing about ChristmasPrefer to give gifts than receive them.

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

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

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

Vodafone want to make it easy for people to give at Christmas and to reconnect with family and friends

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:

High involvement goodZip-zap behaviour Affect on peoples livesCompetitor offers

BARRIERS:

High social interaction at ChristmasWOM & e-WOMLikely to go to best offerFriends and Family abroad

ENABLERS:

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:

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:

CREATIVE IDEA:

Making it easy to give and connect with friends & family this Christmas.

WEBSITE & APP:

Website hosted on Vodafone.ie/destressmasApp, €1 download goes to charity.Showcase of Vodafone deals, offers, events & guides.

Santa has a team of elves to get him through Christmas.Now, wouldn’t that be nice...

DE-STRESSMAS ELVES

Chairs located in top departmentstores around Ireland.Pop up benches nation wide.Instant wifi access.Keeping you connected.

DAD CHAIRS &BENCHES

IN-STORE:WRAP STATION

PRINT:

DIGITALADVERTISING:

Drive to the website.Push to download the App.Joe.ie, her.ie, thejournal.ie, & the daily mail

TIMELINE:

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.

BUDGET:Print OOH 50kDigital Ads 30kExperiential Elves 34.5kBenches/chairs wifi 30kWeb/App 30kIn-store visibility 3.2kAgency fees 15k Prizes 20k

Total 213k

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.

THANKS!