Title	I SHOW YOU THE WORLD - A LIVE TRAVEL EXPERIENCE
Brand	VODAFONE
Product/Service	ROAMING
Category	A02. Non-Fiction: series or film
Entrant Company	MEC Düsseldorf, GERMANY
Media Agency	MEC Düsseldorf, GERMANY

Name	Company	Position
Franziska Duechting	Vodafone	Marketing Manager
Jan König	Mec Gmbh	Director

The Campaign

The Vodafone network is invisible. You can't touch it. You can't photograph it. Therefore you have to experience it. Always connected to the brand campaign, which claim was Network, when you need it. (Netz, wenn es drauf ankommt.) and the owned digital culture magazine featured.de, which acts as base for Vodafone's content marketing activities. I show you the world was also connected to the new roaming proposition, that allows highspeed network on travels. In July the idea of the campaign was introduced on featured.de and on all content partners (Lonelyplanet, VICE, Travelbook, VIEW-Mag). Users were called out to share their best recommendations with travelblogger Mia Bühler. Through the hashtag #izddw Mia answered and shared her plans. On each trip she took other bloggers, musicians and artists with her on the road. On Amsterdam's Grachten on the 17th of July the first livestream commenced. A day full of highlights followed. Created by a local guy called Rob. He knew places, that can't be found in a tourist guide. He introduced us to great people. We ate the best apple pie of Amsterdam. We finished our day on an installation called Nearest to God on the Oude Kerk. After each trip, users were able to re-discover the route on an interactive map on featured.de. With a click on the GPS data, they could see the scene in re-live. A 2-minute highlight video summed up the day and was spread by all participants - Mia, Vodafone, all guests & content partners - on all networks. Experiencing the best scenes in virtual reality was another plus for all users. Vodafone created an urban city guide by undergoing a live travel experience.

With more than 80m exposed contacts, 6m video views and 1m interactions on all social networks I show you the world exceeded all expectations. For Vodafone as a TelCo brand, it's crucial to generate positive conversations around their brand and content. The sentiment analysis showed 87% positive talks. Qualitative results, that are based on the highlight videos show, that the content activated the targeted audiences in reference of ad recall (I've seen a Vodafone commercial): - Ad recall +54,5% in TG 25-34 - Ad recall +30,7% in TG Female To stand out as a premium brand, the secondary goal was to reach out to younger audiences with engaging content. They are historically connected to discount-brands. The result is even more satisfying, knowing that Vodafone has an overall awareness ("I know Vodafone) of 97%. - Brand awareness +22,1% in TG 18-24 All in all, Vodafone created 40 hours of video content, 47 live visited city tips, over 400 Instagram photos, the longest Periscope livestream ever in Reykjavik - and even more important: Interactive and engaging content for a demanding target group. ... and the world is still a big place.

People love to travel. But most of the content they find is artificial. Shot in a perfect setting. With filters. It’s not the real world. That’s why Vodafone sent travel blogger Mia Bühler on a mission: Discover the world. LIVE. Always connected by 4G | LTE. The project I show you the world (Ich zeig’ dir die Welt) is the first ever live travel experience, where the viewer and traveler discover places together. Through an up to 9h livestream on YouTube users joined Mia Bühler and her friends on their tour through Amsterdam, Berlin, Barcelona, Rome and Reykjavik – without any cuts. On Periscope, she streamed her best moments. On Instagram, she uploaded the best pictures. On Twitter she talked to the viewers. On Facebook, she uploaded her 2-minute highlight clips. There was a lot to see and Mia met many great people. Always connected.