INTRODUCTION OF VODAFONE SMARTPASS
|INTRODUCTION OF VODAFONE SMARTPASS
|A09. LAUNCH OR RE-LAUNCH
GLASNOST Amsterdam, THE NETHERLANDS
GLASNOST Amsterdam, THE NETHERLANDS
|Marketing Pr Manager
|Xavier Feliu Blanch
|Social Brand Manager
|Stephanie Van Breen
|Lindsey Van Loon
|Daan Van Tulder
|Head Of Brand
Vodafone is in transition, from being a mobile provider to a company that facilitates all forms of communications. With the smartphone currently playing a central role in consumers’ lives, Vodafone started a global cooperation with Visa to enable contactless mobile payments. There was one major challenge: some of the leading banks had already started a contactless mobile payment test, generating a lot of media attention. Our goal? To communicate that Vodafone SmartPass is a mobile contactless solution that is here to stay.
As a new player in the financial world, Vodafone wanted to be the first to communicate about mobile contactless payments. We developed a campaign that revolved around Vodafone's vision: the wallet will be history. The centrepiece of the layered campaign was the first wallet-less street, where media and influencers could only shop with their mobile phone. It generated €550,000 in PR value.
Without any above the line budget Vodafone we had the following objectives from Vodafone
1. Generate broad earned awareness for the launch in multiple media target groups
2. Positioning Vodafone as innovative first-mover in the mobile and contactless payments market
3. Get people to use and order Vodafone SmartPass
On the day itself we generated 60 online articles, seven print newspaper articles, 45 minutes of television, ten radio broadcasts that had a total cummulated reach of 42 million (reaching all Dutch people of 16 milllion several times). The PR value, was carefully measured with a maximum factor of 3 on advertising value if the article displayed the key message was positive and had Vodafone-branded items. The total PR value of the campaign was rated € 550.000.
The Vodafone SmartPass was sold out in the first week and was the best introduction of all previously launched Vodafone Markets (Italy, Spain and Germany)
There were sixy high-level influencers delivering 300 tweets during their visit in the street.
At this moment with the buzz around Apple Pay, Vodafone SmartPass is mentioned in almost every article.
The most difficult element of the whole campaign was to get retailers to upgrade their payment systems. We needed full support from the street retailers committee; the retailers themselves, payment system providers and the municipality. Besides those parties involved we had very little time until launch. Therefore we went door-to-door to gather support, had several contacts with payment system providers, Visa and the retailers to get everything installed and started inviting the media. Within three weeks we provided all the stores and cafés with contactless payment possibilities and we were ready to launch the first 'Walletless' street, complete with a traffic sign stating 'Wallets forbidden'.
On the day itself we had a guitar player, a fishmonger’s cart, and actors with acts evolving around money that only accepted SmartPass. Those were contacted 1-by-1 as we wanted a tailor made street with the very best offer.
Vodafone is in transition, from being a mobile provider to a company that facilitates all forms of communications. With the smartphone currently playing a central role in consumers’ lives, Vodafone started a global cooperation with Visa to enable contactless mobile payments. There was one major challenge: some of the leading banks had already started a contactless mobile payment test, generating a lot of media attention. Our goal? To communicate that Vodafone SmartPass is a mobile contactless solution that is there to stay.
As the big banks had launched a test in a train station, we chose a very different, but difficult route. We wanted to go somewhere that no payment provider had gone before: the hip and trendy "Negen Straatjes" area, which we named the wallet-less street, in this street no wallet was allowed during the launch. In this street wallet-less street we executed a layered strategy and let several media and influencer target groups visit the street. In the morning the CEO briefed financial media and newswires, in the afternoon there were 1-to-1's with consumer media, there was a photo opportunity with a wallet-less street sign and in the evening high-level influencers visited the street an received spending budget to try out the SmartPass.