Campanie
General Information:
Strategic approach:
| Strategic approach: |
Vodafone's main objective is to change the Consumer’s perception from a telco company to “TechCo” (a blend between technology and communication). Vodafone needs to reach the consumers in a more relevant way, making them perceive Vodafone as a gadgets & technology partner. The telecom industry is divided between four big players who dominate every commercial break. Moreover, Romania has a crowded television market, with over 3 million GRPs. In order for Vodafone to stand out in this context, it needs innovative ideas that attract attention, a difficult goal to achieve in a restrictive medium like TV. PRO TV is the number one TV channel in Romania and, for over 10 years, Romanians Got Talent has been their number one show. Which makes it the crown jewel of the television content and the most desired for advertising. But, despite the steep price tag, the commercial space is sold-out months in advance. |
Execution:
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