Case Film

Presentation Image

Title	VODAFONE BETWEEN US
Brand	VODAFONE
Product/Service	VODAFONE RED LIGHT APPLICATION
Category	C05. Financial Services, Commercial Public Services, Business Products & Services
Entrant Company	Y&R TEAM RED ISTANBUL, TURKEY
Advertising Agency	Y&R TEAM RED ISTANBUL, TURKEY
Media Agency	MINDSHARE Istanbul, TURKEY

Name	Company	Position
Ayse Aydin	Y/R Team Red Istanbul	Creative Director
Erkan Kaya	Y/R Team Red Istanbul	Creative Group Head
İlker Dagli	Y/R Team Red Istanbul	Creative Group Head
Ugur Sonmez	Y/R Team Red Istanbul	Copywriter
Can Arabacilar	Y/R Team Red Istanbul	Copywriter
Mustafa Ozmal	Y/R Team Red Istanbul	Art Director
Deniz Atalay	Y/R Team Red Istanbul	Account Supervisor
İpek Kardesler	Y/R Team Red Istanbul	Brand Manager
Huseyin Bilir	Y/R Team Red Istanbul	Agency Producer
Burak Kirpi	Y/R Team Red Istanbul	Graphic Designer
Jaime Mandelbaum	Y/R	Regional Creative Director
Saul Betmead	Y/R	Regional Strategic Planner
Carlos Baer	Freelance	Motion Designer
Arif Emre Percin	Y/R Team Red Istanbul	Planning Director
Bediz Eker	Y/R Team Red Istanbul	Head Of Planning

Brief Explanation

In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about Red Light Application to download it.

Results and Effectiveness

As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times.

Creative Execution

We used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it. Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special garment labels for lingerie and bikinis.

Insights, Strategy and the Idea

However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. And in order to avoid men to be exposed to the new communications, we once again built our strategy on hiding our messages in places and videos where only women would look.