| Title | VODAFONE BETWEEN US |
| Brand | VODAFONE |
| Product/Service | VODAFONE RED LIGHT APPLICATION |
| Category |
A01. Activation by Location or Proximity |
|
Entrant Company
|
Y&R TEAM RED ISTANBUL, TURKEY
|
|
Advertising Agency
|
Y&R TEAM RED ISTANBUL, TURKEY
|
Credits
| 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 |
Creative Execution
We prepared women specific video and embedded the app information in it.
At the beginning of the video, we see a woman (actress pretending to be famous blogger) giving a video tutorial about a fairly feminine topic – e.g. applying nail art.
But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial.
Furthermore we developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.
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.
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. 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.