Production, Strategy, Social & Content, Creative, Technology & Development, Client Services
For most phone companies, the convention has always been to talk about how much people will love unwrapping their latest handset at Christmas.
But at a time of year when everyone has a sales message like this to shout about, we realised that for Vodafone to be really heard, we needed to spread a little joy.
This was our insight into what people want to feel at Christmas – that it’s the little things that can make the biggest difference.
“it’s the little things that can make the biggest difference”
We started small, using social channels to spread little messages of goodwill to the community.
Then we brought the idea to life in the real world – random acts of kindness that were helpful, useful or just plain nice. From a cup of coffee just when you needed it to a Christmas tree delivered to your door, we surprised people up and down the country.
Finally, the campaign ended in a series of laser graffiti shows. Some of Ireland’s best street artists shared the Vodafone community’s Christmas messages on some of the country’s most iconic buildings.
Everything we did was about making your day a little lovelier and letting people experience what Vodafone really stood for – connecting people.
“Everything we did was about making your day a little lovelier and letting people experience what Vodafone really stood for – connecting people”
The campaign generated not just nationwide PR but conversation all over the world with coverage in news sites, blogs and press.
And the best part is none of it was paid for – Vodafone earned the right to be talked about by showing how a brand should act at Christmas.
“Vodafone earned the right to be talked about by showing how a brand should act at Christmas”
The result was overwhelmingly positive with share of voice online increasing by over 26% during the course of the campaign – more than both main competitors combined. It also caught the attention of several influential global sites, reaching a worldwide audience of 9.3 million people.
We created a feeling of goodwill for Vodafone that overshadowed the competition. And lasted well beyond the festive period.