|广告战役||Sealed With A Kiss|
|广告口号||A good thing|
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!
|剪辑公司||The Assembly Rooms|
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