| Title | VODAFONE 5G BLIND SKIING |
| Brand | VODAFONE |
| Product/Service | 5G NETWORK |
| Category |
D01. Social Video |
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Entrant
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WAVEMAKER Düsseldorf, GERMANY
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Idea Creation
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WAVEMAKER Düsseldorf, GERMANY
|
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Media Placement
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WAVEMAKER Düsseldorf, GERMANY
|
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Production
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MSTUDIO Düsseldorf, GERMANY
|
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Production 2
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BSP MEDIA Hamburg, GERMANY
|
Credits
| Jana Tasche |
Wavemaker GmbH |
Group Head Culture & Marketing |
| Nico Combes |
Wavemaker GmbH |
Supervisor Strategy |
| Agata Krawczyk |
Wavemaker GmbH |
Consultant Strategy |
| Nawid Sorusch |
mStudio |
Supervisor Content Production |
Background
5G is the next game changer in telco. Benefits of 5G technology need explanation, because all that people can relate to is that the 5G auction was the longest-ever. There was an apparent lack of use cases to showcase benefits. We need to explain the 5G story with a clear human benefit, a story people can relate to.
The goal is to claim 5G strong and before competitors to be technological front runners. Claim 5G conversation after auction ends.
Describe the strategy
For telcos brand has never meant more. In times of product exchangeability, people listen to brands that contribute to a better future. Brands can’t do it themselves, they need to partner with people in realizing the potential of technologies. Visualization is the challenge as you can’t see 5G enabling e.g. video and data transmission in real-time. Latency is what makes this the most transferable element. Our idea: What is ONLY possible with ultra-low latency of 5G?
Describe the execution
Noemi Ristau is a blind Paralympic skier. For the first time since she lost her sight 15 years ago, she masters a solo descent down the slopes. Her guide Paula gives her commands via 5G real-time video and sound. Real emotions, real technology, real content. Our target: Show this to Germany - ASAP. Only hours after the auction, we premiere on Vodafone CEOs social channels, followed by video content on all channels. Our story highjacks the search term 5G in Search on Google & YouTube.
List the results
Blind Skiing is the most successful Vodafone campaign of the past 4 years. Vodafone steals the 5G conversation, while competitors stay quiet. In one week, we’ve reached more than 35m people on social and TV. The avg. view time on YouTube was 39s vs 8s (internal benchmark). More than 15% of people that could have skipped the ad after 5 seconds, watched more than a minute. Social comments were 90% positive, something rarely seen in telco. Vodafone shifted its communication into emotional storytelling – not into technical, 5G product comms. Noemi’s story made people feel the power of 5G.