| Title | #FIRSTCONCERT |
| Brand | VODAFONE NETHERLANDS |
| Product/Service | VODAFONE FIRSTS |
| Category |
A10. INTEGRATED CONTENT CAMPAIGN |
|
Entrant Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Contributing Company
|
ACHTUNG! Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
MEC Amsterdam, THE NETHERLANDS
|
|
PR Agency
|
HET PR BUREAU Amsterdam, THE NETHERLANDS
|
|
Production Company
|
WEFILM Amsterdam, THE NETHERLANDS
|
Credits
| Mervyn Ten Dam |
ACHTUNG! |
Creative Director |
| Niels Straatsma |
ACHTUNG! |
Creative |
| Vincent Rang |
ACHTUNG! |
Creative |
| Jort Schutte |
ACHTUNG! |
Art Director |
| Marten Beerda |
ACHTUNG! |
Designer |
| Joke Van Griensven |
ACHTUNG! |
Project Manager |
| Jona Honer |
Wefilm |
Director |
| Stephan Polman |
Wefilm |
Dop Lighting Cameraman |
| Claas Meier |
Wefilm |
Sound |
| Sara Nix |
Wefilm |
Producer |
| Jelmar Hoekstra |
Jelmar Hoekstra |
Editor |
| Taco Drijfhout |
Taco Drijfhout |
Sounddesign |
| Barry Clarke |
Captcha |
Grading |
| Camiel Overgaauw |
Het PR Bureau |
Pr Manager |
| Omar Kbiri |
Biko |
Influencer Management |
| Simon De Koning |
AMP Amsterdam |
Sound Licensing |
| Colin Benders Kyteman) |
Kyteman's Orchestra |
Composer/Lead |
| Erik Benders |
Kyteman's Orchestra |
Artist Manager |
| Sjoerd Terpstra |
Kyteman's Orchestra |
Sound Manager |
The Campaign
In The Netherlands, there are no formal restrictions. It is, however, not usual to tell documentary stories for brands that aim to have a social impact. In this campaign we tried to tell an empowering story about a deaf girl who experiences a concert for the first time, enabled by technology. But it also became a story empowering deaf people in general and show the impact of the cochleair implant (CI). A lot of people think that such an implant enables deaf people to hear in a regular way again. This story tells about the reality of a CI, thereby both empowering our lead character, but also contributing to the understanding of deaf people in society in general.
Results
Meet Vera, a 19 years old girl with high hopes and grand ambitions, and the hero of our story. Deaf since birth, but recently being able to hear, thanks to an innovative Cochlaer Implant (CI) that sends sound waves directly into her brain. Her dream was to experience live music with a group of likeminded friends, an ambition that we all can relate to. So we embarked on a unique journey to give her an unforgettable #First concert.
Dutch multi-instrumentalist and award winning composer Kyteman lead the way, together with a 25-piece orchestra fusing hip-hop, jazz and classical elements. He reworked the #1 hit record ‘Stay With Me’ by Sam Smith into a version especially tailored for Vera’s CI, with certain frequencies being amplified or blocked.
The song became the highlight of a memorable evening for Vera in Amsterdam’s legendary music venue Paradiso. A captive audience of friends and family of Vera, other CI users and selected Vodafone clients witnessed the concert live. The whole journey was captured into an 8 minute branded documentary, that taught us all what a #Firsts feels like.
With #First concert we boosted awareness for Vodafone’s new global sponsorship platform #Firsts among the Dutch audience. With #Firsts, Vodafone wants to empower people to experience things for the first time and document their stories. These stories are proof of Vodafone’s brand promise: Power to you.
The campaign consisted of five sequential elements:
- First, we kicked of the campaign with a seeding video that was spread through Vodafone’s social media channels and led to nationwide PR.
- Second we launched an online activation, drawing more people into the campaign.
- Third, we hosted the actual #First concert, inviting CI users, Vodafone stakeholders, influentials and selected customers.
- Fourth, the 8-minute branded documentary was released online on Firsts.com and spread through content integration.
- Finally, we launched a trailer video for the documentary that was shown in cinema’s nationwide.
Based mainly on PR and social media, the campaign reached a total media value of €1,7 million, with 2 national TV items, 7 radio items and over 250 (inter)national publications. On social media, the campaign reached 7,2 million people, with a 99% positive engagement rate. Hasthag #First concert was trending topic on Twitter and Instagram on the concert night, with over 300.000 views and 5.000 interactions. The documentary was viewed 900.000 times. All this contributed to 110 million impressions in total.
Awareness of Vodafone #Firsts almost tripled (+185%). And the campaign helped drive consideration for Vodafone in general. Before the campaign, the online sentiment around Vodafone was only 12% positive. This skyrocketed to 86% during the campaign. Vodafone’s perception as a trusted brand went up 50% and the brand’s differentiating power doubled. All this leading a growth in consideration of 25%.