Vodafone - "Lake"

Grey London

Grey London London, United Kingdom

6753

Title	Lake
Agency	Grey London
Campaign	Sealed With A Kiss
Advertiser	Vodafone
Brand	Vodafone
Date of First Broadcast/Publication	2013 / 5
Business Sector	Personal Wireless Communication
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 & Cinema
Length	60 seconds
Post Production	MPC LDN
Audio Post Production	Factory Studios
Grade	MPC LDN
Executive Creative Director	Nils Leonard
Creative Director	Jonathan Marlow
Head of Planning	Leo Rayman
Agency Producer	Angela Eleini
Production Company	Academy Films
Director	Frédéric Planchon
Editor	Sam Rice-Edwards