Title	PASS THE BALL
Brand	VODAFONE
Product/Service	FUNDACIÓN VODAFONE
Category	B01. INTEGRATED MOBILE CAMPAIGNS: COMMUNICATION BETWEEN MOBILE AND OTHER MEDIA
Media Agency	OMD SPAIN Madrid, SPAIN
Entrant Company	OMD SPAIN Madrid, SPAIN
Media Agency 2	OMD SPAIN Madrid, SPAIN

Creative Execution

Create expectation and downloads through mentions around main daily news on TV. Activation: The first ball was passed during El Hormiguero (2.000.000 spectators) The ball was tracked across the country, outdoor media and celebrities showing live on TV which user were next, making them “famous”, too. Screens at airports, train and metro stations, footbal stadiums, banners, web, mobile and social networks were strategically planned to push the engagement. Main radio stations supported the campaing with his best presenters making interviews and mentions. Finally, a tribute was made to everyone who participated in passing the ball for the cause.

With 365.161 downloads, “Pass the Ball” became the app number 1 (+143% first objective) raising over 207.000€ for the Red Cross. This amount was 45% over average of similar campaigns executed by the Atresmedia group. We had a total reach of 31.500.000 users, more than 85% of the country saw our ball. With a very limited budget for that kind of campaigns (490.000 €) our results were valued in 1,2 Million Euros. Our Brand Consideration grew 4 points (Source: GFK, Brand Metric System). The best result in 4 years, We improved our results in relation to innovation, differentiation and the link with the consumer. With an outstanding growth of 45% of the emotional Brand engagement. 12% more than our competitors. Vodafone was valued the best Brand during that period. Over 11.000 users participated in passing on the ball.

Mobile technologies are very useful when needing to raise money for a good cause. The problem is they use to be very “cold” and people don’t emotionally engage with them. This year, Vodafone wanted to break this klichee. Convinced that people are the best medium to send a message, we wanted to do something that connected every Spanish person to help the Red Cross. So we created: Pass the Ball. The first app, which can be used by only one person at a time. One “solidary ball” traveled across the country passing from one mobile phone to another. The moment the ball bumped into your phone, you automatically became the protagonist of the campaing: appearing on TV, radio, digital display etc… until you passed the ball to the next App user. Each time the ball was passed on, Vodafone made a donation to the Red Cross.