Annamaria Zollet (@annamariazollet) & Matei Curtasu (@mtcrts)Miami Ad School Europe, June-2011

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The Challenge

Gain new customers & make them loyal to the brand

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Highly Competitive Market

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Low Low Extra-Low Offers

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Market Overview

Price-orientedVery competitive

User-driven

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Our Consumers

STRAYCATS!

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The Problem

Vodafone is a “premium” carrier &can’t compete over prices.

It needs another strategy to winnew customers

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More Research

We spotted an interesting target group...

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FOREIGNSTUDENTS

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Why?

Heavy Users (3000+ texts/month)

New carrier in new country anyway (each is different!)

Contract for minimum 2 years

Student abroad experience is tough

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Why?

Vodafone has aworldwide advantage

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Global Brand Possibility

Turn prepaid into a phone plan

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Our Strategy

Win over expat students &turn them into loyal customers

in their country of origin

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Our Mission

Make Vodafoneyour first friend abroad

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Global to Local

Foreign students in Germany 189,450 (2009)

China, Bulgaria, Poland, other E.U.

6-month Erasmus Courses

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Introducing...

“Home is where you are”

ROAMATE

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Welcome Package

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Distribution

Vending Machines inuniversities, canteens,

airports & Vodafone shops

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Welcome Package Goodies

SIM card

Moleskine Ltd. Ed. City Guide

Interactive Map

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Key item

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Roamate.app

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Connect New Friends

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Read the Map / Selective Parties

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Explore the City / Discounts

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Most important feature - Memory Tracker

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MemoryLine Website

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After 6 months...

Contract Extension to your home country

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MemoryLine Book Version

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Summary

Instead of fighting for the lowest price, Vodafone creates a new experience

that makes a difference, creates meaningand builds a relationship with its audience

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Vision

After Germany, it will be launched in every country where Vodafone operates

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Thanks

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