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Who’s Doing What? (Digital) Marketing Success Stories
Vodafone NetherlandsThe Smart Jacket
Mike BerryAuthor &Editor-In-Chief
Digital Marketing Particles
// Campaign Blueprints
We help Marketers succeed
DIGITAL MARKETING PARTICLES SERIES
“We can help you progress in your Marketing role, give you the insights to deliver measurable results, guide you into a position to earn more and step
closer to live a more flexible lifestyle.
Become the Marketer employers and clients want to hire.”
Imran FarooqCEO & Co-founder
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So What’s Working and Why?
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Who’s Doing What? (Digital) Marketing Success Stories
•REAL BRANDS
•REAL CASES
•REAL WORLD
•REAL ROI!
…a collection of some of the best recent digital and integrated marketing case studies from all over the world. Drawing on examples from 2 books: The Best of Global Digital Marketing 1 and 2, plus the latest award-winning digital and integrated cases…campaigns which blended creativity and technology to deliver real results for the brand owners.
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Things to Think About
Was it good Marketing? Why?
Would it work in other countries? Why?
What can we learn from it?
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Case Analysis
Background
Challenge
Solution
Results
Learnings
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Case
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Vodafone – The Smart Jacket
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Background
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Vodafone is one of the world’s leading mobile communication providers
British multinational telecoms company, HQ in London
Operates services in the regions of Asia, Africa, Europe, and Oceania
Ranked fifth mobile operator groups by revenue and second (behind China Mobile) in the number of connections (469.7 million)
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The company was originally known as “Racal Telecom”
Renamed Racal-Vodac
Then finally Vodafone in 1991
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Vodafone operates in 26 countries and is in partnership with networks in over 55 more
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Vodafone has almost 444 million customers globally and approx. 19.5 million in the UK
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Vodafone made the first ever mobile phone call on January 1 1985 from London to their Newbury (UK) office
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Challenge
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To develop a campaign that goes beyond a single news moment
ie. create a marketing idea with longevity
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Create a tech-based idea that solves a relevant social issue.
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SPECIFICALLY:To help reduce the number of cycling accidents that have increased over the past few years in the #1 cycling country in the world, The Netherlands!
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Solution
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The Vodafone Smart Jacket - a mobile technology innovation designed to keep cyclists safer at night.
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The Smart Jacket connects to the cyclist’s smartphone via an app that has been pre-programmed with the desired travel route.
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The jacket then picks up route information and communicates directions to the cyclist and signals to surrounding traffic.
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As the cyclist approaches an intersection or street crossing, a patch of lights on Smart Jacket’s sleeves light up to indicate to the cyclist which way they need to turn.
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In addition, more than 300 built-in LED lights display illuminated arrows on the back of the jacket, informing other road users of the cyclist’s next move.
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“There’s a lot happening to improve road and cycle safety and encourage people to ride more, and I think the Smart Jacket is a great idea to add to the mix.
There is this perceived idea that cycling is dangerous – so anything that can help take away those barriers is a good thing.”
Sarah Walker (Olympic BMX Silver Medallist)
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Results
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Established Vodafone as a “thought-leader” in mobile technology
Vodafone saw this perception increase by 63% compared to the period before the campaign
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Brand consideration increased by 14%.
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‘Expert perception’ amongst men 20-49 went up by 28%
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The campaign delivered > 90 million media impressions
The Vodafone Smart Jacket was featured in almost every major Dutch media title and the story was picked up by many international media and blogs. In total it reached about 40% of the Dutch population
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The Smart Jacket started a conversation about smartphones and safety in among the cycling-minded Dutch and the Jacket was endorsed and promoted by the Dutch Cyclists Association.
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Learnings
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Not so much a digital campaign as a digital idea
The Smart Jacket solved a problem (=a safe navigation aid for cyclists at night)
Vodafone came across as innovative, high tech and the cyclist’s friend
We help Marketers succeed
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Who’s Doing What? (Digital) Marketing Success Stories
Vodafone NetherlandsThe Smart Jacket
Mike BerryAuthor &Editor-In-Chief
Digital Marketing Particles
// Campaign Blueprints
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