| Title | VODAFONE SMART JACKET |
| Brand | VODAFONE |
| Product/Service | VODAFONE |
| Category |
A09. Innovative Technology |
|
Entrant
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
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|
Idea Creation
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
|
|
PR
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GLASNOST Amsterdam, THE NETHERLANDS
|
|
Production
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CZAR Amsterdam, THE NETHERLANDS
|
Credits
| Gijs Sluijters |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative |
| Joris Tol |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative |
| Bram Holzapfel |
DDB & Tribal Worldwide, Amsterdam |
Creative Director |
| Stephen Joss |
DDB & Tribal Worldwide, Amsterdam |
Creative Director |
| Ralf Hesen |
DDB & Tribal Worldwide, Amsterdam |
Strategy Director |
| Esther the Pas |
DDB & Tribal Worldwide, Amsterdam |
Business Director |
| Jesse Mons |
DDB & Tribal Worldwide, Amsterdam |
Head of Digital Production |
| Victor Winters |
Magic Bullet |
Technical Director |
| Edwin Scholte |
Magic Bullet |
Technical Director |
| Kay Lindhout |
Czar |
Director |
| Tibor Dingelstadt |
Czar |
D.O.P. |
| Thijmen Doornik |
Czar |
D.O.P. |
| Marius De Weerd |
Czar |
Producer |
| Jur Rhode |
Czar |
1st AD |
| Juno Jimmink |
Koala |
Sound Design and Music |
| Xander Nijsten |
Xander Nijsten |
Editor |
| Storm Post Production |
Storm Post Production |
Post Production |
| Daphne Maierna |
Storm Post Production |
Grading |
The Campaign
To prove Vodafone’s role as thought leader, we created: The Smart Jacket.
An interactive jacket that uses the smartphone to help cyclists navigate through traffic safely.
It works like this:
Map out a route and tuck the phone away in a special pocket in the sleeve.
The phone is now locked and will only be used for navigation.
A Raspberry Pi transfers the navigation data from the phone to 300 built-in LEDs.
LEDs on the sleeves display the right directions to the cyclist.
While arrows on the back of the jacket communicate to surrounding traffic where he is heading.
We did test rides with the Smart Jacket in traffic and showed that with the jacket:
- you can’t be distracted by your smartphone while cycling
- you can concentrate on the road
- and other road users are alerted in time, so that they know where you’re going
Creative Execution
A custom app in which we make use of Google Maps’ cues for left and right turns was built for navigation. A Raspberry Pi using Python reads out the data from the phone and uses it to drive 300 LEDs which display directions to the cyclist and surrounding traffic.
Visibility tests were executed to determine the optimal design and colour for the animations.
A fashion designer integrated the tech into the jacket.
The LED strips were placed behind the fabric to blend them into the garment perfectly.
A safety pocket for the smartphone was custom-made into the left sleeve.
The campaign went live in the following order:
- Release and push of campaign video on owned social channels.
- Press release + test invitation to major media titles.
Days after release:
- Vodafone hosted various try-out events.
- The Smart Jacket got picked up by media globally very soon after release.
The campaign reached >90 million media impressions.
The Smart Jacket was featured in almost every major Dutch media title and picked up by many international media and blogs.
In total we’ve reached about 40% of the Dutch population.
Main KPI: increase Vodafone’s perception as a thought leader in mobile technology.
Vodafone saw this perception increase by 63% compared to the period before the campaign.
Brand consideration went up by 14%.
The campaign started the conversation around smartphones in traffic among the cycling-minded Dutch and the Smart Jacket got endorsed and promoted by the Dutch Cyclists Association.
Vodafone was invited to present at TEDx Delft 2016 and did a brainstorm session on technology and safer traffic afterwards.
The jacket will now be further developed by the Technical University Delft.
In terms of data gathering, a lot was already out there.
The dangers of using the smartphone while cycling is an often-discussed topic in press and politics.
Key figures were distributed to us by the Dutch Cyclist Association
The aim of the campaign was to reach as many people as possible in the Netherlands.
A specified sub-target audience were people between 20 and 40 years old, predominantly male.
Latently interested in gadgets and tech.
To launch The Smart Jacket, we made a piece of video content.
This campaign video was shared on Vodafone’s social channels and pushed on social and through PR.
Once the Jacket was established, Vodafone held various events at which the public could try out the Jacket themselves.
All touchpoints led consumers to the ‘Powerful Connections’ platform on which various ‘mobile technology for good’ projects from Vodafone NL are highlighted.