| Title | VODAFONE SMART JACKET |
| Brand | VODAFONE |
| Product/Service | VODAFONE |
| Category |
C09. Use of New 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
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Production
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CZAR Amsterdam, THE NETHERLANDS
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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.
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 then transfers the navigation data to 300 built-in LEDs.
Which display the right directions to the cyclist on the sleeves.
While arrows on the back of the jacket communicate to surrounding traffic where he is heading.
The campaign video for PR and social purposes shows the jacket in action, and proves that with the jacket:
- you can’t be distracted by your smartphone while cycling
- you can concentrate on the road
- other road users know where you’re going
PR and earned media attention were our key platform in showcasing this innovation to the world.
Execution
We started by building the jacket and custom app that goes with it.
For the app we made use of Google Maps’ cues for left and right turns.
The jacket was tested multiple times in traffic with various stakeholders in the field of safety, cycling and research and tech.
These rides where documented for PR and social purposes.
When we completed the rides, the campaign went live in the following order:
- Release of campaign video on owned social channels.
- Publication of press release in conjunction with the Dutch Cyclists Association.
Shot after release:
- The Smart Jacket got picked up by almost every major Dutch media title and shared massively by the audience online.
- Vodafone hosted various events at which people could try out the jacket themselves.
In terms of scale we’ve reached around 40% of the country’s population in the first 3 weeks.
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 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 reached about 40% of the Dutch population.
The Smart Jacket started the conversation around smartphones in traffic among the cycling-minded Dutch and the Jacket got endorsed and promoted by the Dutch Cyclists Association.
Vodafone was invited to present at TEDx Delft on 15 April 2016 and did a brainstorm session on technology and safer traffic afterwards.
The jacket will now be further developed by the Technical University Delft.
The Situation
Vodafone is market leader in mobile technology.
They asked us to create an awareness campaign to underline this.
The use of smartphones in traffic is a much debated issue that definitely had potential for PR.
We tapped into this issue and created The Smart Jacket, an interactive jacket that uses the smartphone to improve road safety instead of threaten it.
PR and earned media attention were our key platform in showcasing this innovation to the world.
It allowed us to start the conversation on smartphones in traffic and was a vital driver in increasing Vodafone’s thought leadership perception.
The Strategy
The aim 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.
We created The Smart Jacket, a mobile tech innovation, and made a piece of video content around it.
The campaign video was shared on Vodafone’s social channels and pushed on social and through PR.
A press event and press release set up together with the respected Dutch Cyclists Association invited major Dutch media titles to discover The Smart Jacket.
Specific press release packages with test ride invites were sent to major Dutch tech media, including Bright.tv.
The innovative campaign quickly got picked up by primetime TV shows and national and international blogs.
All PR, social and earned media touchpoints led to a platform about various ‘mobile technology for good’ projects from Vodafone NL.