Sam Rice-Edwards
Founder & Editor at The Assembly Rooms
London, 英国
标题The Kiss
广告公司
广告战役 Sealed With A Kiss
广告主 Vodafone
品牌 Vodafone
Posted4月 2013
行业领域 个人无线通讯
广告口号 A good thing
剧情简介 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!
媒体类别 电视
长度
市场 英国
剪辑公司
后期制作
执行创意总监
创意总监
创意团队
制片
导演
制作公司制片
摄影指导
剪辑师
音效设计公司
音频工程师

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