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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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…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


Vodafone – The Smart Jacket


Background


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)


The company was originally known as “Racal Telecom”

Renamed Racal-Vodac

Then finally Vodafone in 1991


Vodafone operates in 26 countries and is in partnership with networks in over 55 more


Vodafone has almost 444 million customers globally and approx. 19.5 million in the UK


Vodafone made the first ever mobile phone call on January 1 1985 from London to their Newbury (UK) office


Challenge


To develop a campaign that goes beyond a single news moment

ie. create a marketing idea with longevity


Create a tech-based idea that solves a relevant social issue.


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!


Solution


The Vodafone Smart Jacket - a mobile technology innovation designed to keep cyclists safer at night.


The Smart Jacket connects to the cyclist’s smartphone via an app that has been pre-programmed with the desired travel route.


The jacket then picks up route information and communicates directions to the cyclist and signals to surrounding traffic.


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.


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.


“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)


Case Video

https://vimeo.com/163658277

https://vimeo.com/163658277


Results


Established Vodafone as a “thought-leader” in mobile technology

Vodafone saw this perception increase by 63% compared to the period before the campaign


Brand consideration increased by 14%.


‘Expert perception’ amongst men 20-49 went up by 28%


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


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.


Learnings


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

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Vodafone NetherlandsThe Smart Jacket

Mike BerryAuthor &Editor-In-Chief

Digital Marketing Particles

// Campaign Blueprints

digital marketing particles // campaign blueprints who’s...

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