Vodafone - "The Kiss"

Grey London

Grey London London, United Kingdom

Awards

47523

Brand: Vodafone
Country: United Kingdom

Advertiser: Vodafone

Title	The Kiss
Agency	Grey London
Campaign	Sealed With A Kiss
Advertiser	Vodafone
Brand	Vodafone
Posted	April 2013
Business Sector	Personal Wireless Communication
Tagline	A good thing
Story	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!
Media Type	Television
Length	90 seconds
Market	United Kingdom
Editing Company	The Assembly Rooms
Sound Design Company	Factory Studios
Post Production	MPC LDN
Executive Creative Director	Nils Leonard
Creative Director	Jonathan Marlow
Creative Team	Leo Rayman
Producer	Ange Eleini
Director	Frédéric Planchon
Production Company Producer	Ange Eleini
Director of Photography (DOP)	Alex Barber
Editor	Sam Rice-Edwards
Audio Engineer	Ludovico Einaudi