Case study: Vodafone 'Find Unlimited'
The Vodafone 'Find Unlimited' campaign ran in September 2019 in partnership with Team Red (Wavemaker and Ogilvy) and Vodafone. All results shared below are correct as of December 2019.
Vodafone wanted to celebrate the launch of the iPhone 11 with a campaign that would be as innovative as the new phone itself. The leading telecommunications giant wanted to position themselves as an innovator in the mobile-space amongst tech-savvy Londoners within the 25-54 age range, coming to Yahoo for a solution that combined editorial activity with an exciting, creative format utilising the latest trending tech.
So how did we deliver?
Our unique first-party data showed Yahoo could reach a high-proportion of 25-54s in London (76%) and combined with consumer data around the latest tech-trends, we found that this audience already have a high affinity using AR (Augmented Reality), being 26% more likely to have used the trail-blazing 'Pokemon Go' app.
In partnership with Vodafone, Team Red (Wavemaker and Ogilvy) and tech-company BlockV, we created a city-wide virtual hunt for tech-products utilising GeoLocationAR technology in our ‘Find Unlimited’ campaign
During the ‘Find Unlimited’ week, we launched a mobile-web based platform that gave users a chance to discover drop-zones in a map on their phone and head to the location to pick up prizes in AR. The platform utilises block-chain technology to share unique digital objects with real-world value - be that an iPhone 11, Airpods or one of the other exciting prizes offered in the campaign.
To grab a prize, participants needed to find items in AR dropped in six high footfall location across Central London each day. Clues to the prize locations could be unlocked by sharing the competition on Facebook, Instagram or Twitter. And whilst anyone could play, Vodafone customers were given a head start with exclusive clues for locating prizes given at 11AM each day.
Unified ad solutions.
To get the message out there, we ran the campaign across digital, social and radio channels. Through our ‘Mobile Moments’ and static native ads, we delivered 17.8M impressions and delivered benchmark-beating CTRs across both formats. The campaign was further amplified across our ad platform targeting our unique audiences.
We also worked closely with social influencers to drive excitement and offer clues to the daily prize locations, with story posts with a ‘swipe’ CTR delivering 3.9% engagement vs. a benchmark of 1.6%.
Better business outcomes.
The ‘Find Unlimited’ delivered great results for the client aligned to their campaign objectives, with 32M impressions over the course of the campaign. Over 23K users registered to play the game during the week, with the campaign even trending on Twitter ahead of the Rugby World Cup on an England match-day. Users spent over five months worth of brand engagement (dwell time) in the five days the campaign ran.
Independent brand research from OnDevice also showed the campaign stimulated significant growth in spontaneous awareness for both Vodafone and the iPhone. 31% of users said they found out more about the new iPhone 11 through the campaign (awareness +7%pts), with trust, innovation and pricing perceptions also seeing a positive uplift as a result of the campaign.
“Yahoo's integrated and innovative solution allowed us to cut through one of the most competitive calendar moments for a Telecommunications brand. The use of block chain and augmented reality technology, firmly positioned Vodafone as a future facing brand with unlimited possibilities.” Sophie Strong, Guy Vernon – Wavemaker
Dan Mogridge, Media Manager at Vodafone added: "Working with Yahoo and Team Red we were able to create unlimited experiences for our customers to win the latest iPhone 11. Through the use of block chain, augmented reality and multiple media touch-points this solution drove excitement and scale, generating 5 months worth of time spent with the brand in just 10 hours!"