| Title | SUMMER SLAM |
| Brand | VODAFONE HUNGARY |
| Product/Service | NETWORK COVERAGE |
| Category |
D01. Integrated Campaign led by Promo & Activation |
|
Entrant Company
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TEAM RED Budapest, HUNGARY
|
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Advertising Agency
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TEAM RED Budapest, HUNGARY
|
|
Advertising Agency 2
|
MITO EUROPE Budapest, HUNGARY
|
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Media Agency
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TEAM RED MEDIA Budapest, HUNGARY
|
|
Production Company
|
UMBRELLA Budapest, HUNGARY
|
Credits
| Gregg Harper |
Team Red Kft. |
Executive Creative Director |
| Dániel Csirke |
Team Red Kft. |
Copywriter |
| Ádám Grósz |
Team Red Kft. |
Copywriter |
| Péter Magda |
Team Red Kft. |
Art Director |
| Tamás Ungor |
Team Red Kft. |
Art Director |
| Luka Kostil |
|
Director |
| Mátyás Erdély |
|
DOP Lighting Cameraman |
| Márk Süveg (saiid) |
|
Music Artist |
| Virág Kiss |
Team Red Kft. |
Account Supervisor |
| Gergely Dovicsovicz |
Team Red Kft. |
Account Manager |
| Panni Veres |
Team Red Kft. |
Agency Producer |
The Brief
The biggest challenge was to target teenagers who are otherwise occupied during the summer. Summer for them means only one thing: fun. So how could we get them to do something more with Vodafone’s network and encourage them through their slang language to get the most out of their summer!
Campaign Success
By turning our network message into a song, which says: “Get the most out of your summer with net!” we gave them encouragement to get more out of Vodafone’s network during the summer.
The promo clip was launched on Vodafone’s youth based online talent show, Kimittube, where Saiid also acted as a jury member.
Our TV commercial, based on the song, ran simultaneously with outdoor and online presence. The refrain appeared on all material in the form of a logo.
Describe the success of the promotion with both client and consumer including some quantifiable results
We reached to date 3,000,000 young people, 91% of the target group. And created a new young talent, ‘Beni’ who won the Kimittube contest with his own slam poetry song.
Explain why the method of promotion was most relevant to the product or service
The key element of Vodafone’s network youth campaign was based on a ‘slam poetry’ song. We wanted to talk to teenagers in a ‘language’ they understood to catch their attention. Working together with a rap/ slam poet, Saiid to create a new and unique brand communication. The brand message was translated into a song and the refrain was turned into a logo, used in every campaign element (promo video, TV commercials, outdoor).