Campanie
General Information:
Strategic approach:
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Context: With hiking becoming increasingly popular in Romania, mountain accidents have surged, straining the resources of Salvamont rescue teams. In 2023 alone, there were over 6,500 rescue calls and 8,026 lives saved. Vodafone, a long-term partner of Salvamont, sought to shift from a reactive approach (rescue operations) to a preventive one, educating hikers on how to stay safe. Challenge: Despite Vodafone’s investment in rescue technology (drones, AI mapping, the Salvamont app), most accidents could have been prevented with better knowledge. The challenge was: • How to educate amateur hikers on safety measures? • How to drive awareness about the Salvamont app? • How to achieve significant reach with zero media budget? Objectives: • Reach 1 million Romanians organically with safety education • Improve Vodafone’s ‘Better Lives’ brand perception by 1% • Encourage usage of the Salvamont app as a preventive tool Approach: Vodafone launched "Safe on the Mountain," a content-first campaign blending expert advice, cinematic storytelling, and digital amplification. The campaign used real rescue data to highlight key dangers and prevent common hiking mistakes. |
Execution:
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