| Title | THE CHRISTMAS EXCHANGE |
| Brand | VODAFONE ITALIA |
| Product/Service | TELECOMMUNICATION |
| Category |
C03. Use of Social Platforms |
|
Entrant
|
Y&R ITALIA Milan, ITALY
|
|
Idea Creation
|
Y&R ITALIA Milan, ITALY
|
|
Idea Creation 2
|
VML Milan, ITALY
|
|
Production
|
THE JACKAL Naples, ITALY
|
|
Additional Company
|
VODAFONE ITALIA Milan, ITALY
|
Credits
| Vicky Gitto |
Y&R/VML Italy |
Chairman & CCO |
| Jacopo Attardo |
Y&R/VML Italy |
Digital Crative Director |
| Flavio Fabbri |
Y&R/VML Italy |
Digital Crative Director |
| Alessandro Patscot |
Y&R/VML Italy |
Art Director |
| Ruslan Audia |
Y&R/VML Italy |
Art Director |
| Virginia Giuccioli |
Y&R/VML Italy |
Copywriter |
| Lisa Giordano |
Y&R/VML Italy |
Head of Social |
| Federico Spagnolo |
Y&R/VML |
Community Manager |
| Romina Capra |
Y&R/VML Italy |
Client Director |
| Alice Pinto |
Y&R/VML Italy |
Project Manager |
| Andrea Bordoni |
Y&R/VML Italy |
Tech Lead |
| Pasquale Di Sano |
The Jackal |
Director of Photography |
| Alfredo Felco |
The Jackal |
Post Production |
| Nicola Verre |
The Jackal |
Post Production |
| Jaime Mandelbaum |
Y&R Prague |
CCO Europe |
The Campaign
We challenged Italians to have fun with what is most important to them: family celebrations.
Recreating typical situations that happen in an Italian family at christmas with a branded content video
Campaign Success
Implementation
First, in collaboration with the jackal, the most popular Italian social-media influencers, we created a branded content video on our Facebook fan page about the worst things that can happen at christmas time in Italy
The second video was about the very worst thing that can happen at Christmas: receiving awful presents. At the end of the video, we invited Vodafone Facebook fans to share photos of the worst gifts they received.
We shared a third content with a hit parade of their worst gifts.
Finally we launched the activation "the Christmas Exchange".
We invited people to register on our Facebook tab and go to our stores to exchange their nasty presents for a Vodafone gift: 1 free giga of web-traffic.
Timeline
18 December - 11 January
Placement
Facebook Fanpage “Vodafone Unlimited”
Describe the success of the promotion with both client and consumer including some quantifiable results
+1600 % traffic to store
7.000.000 organic video views
11.000.000 total video views
75.000.000 impressions
500.000 interactions
78.000 lead generated in 9 days
Page Engagement di 10 Vs Italian’s TLC Page Engagement 0,94 in the same period.
Media earning €700.000
Explain why the method of promotion was most relevant to the product or service
With this work we this campaign turned Facebook engagement into store traffic in the days after Christmas, the worst time of the year for our point of sales, increasing flow up to +1600%.
Using Facebook we entertained people over christmas, engaged them and finally drove them to stores with a Facebook custom app.
Audience
Millenials, under 35, fans and not-fans.
Approach
Over christmas people tend to spend less time on traditional media at christmas time, everybody is out at parties or away on holiday , but nobody ever abandons facebook.
And on facebook people never ever stop watching and sharing entertaining video content.
So we leveraged on this. Creating a mini-series of brand content video with the most popular Italian social-media influencers, the Jackal, to entertain the target, engage them and finally drive them to the stores with a Facebook custom app.