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Briefing

As a leading telecommunications company, Vodafone would like to extend the campaign devised by Scholz & Friends’ to incorporate a mobile channel, in order to achieve new positioning on the market. Alongside the ever present, multimedia-based ‘digital heroes’ this campaign will, above all, be focused on products which Vodafone, in combination with Arcor, feels stand out in the field of communication.

Therefore the creation of a functioning and inspiring, media-specific adaptation of the ‘Social Media Campaign’ is the challenge to be met.

Idea

The central elements of the campaign will be transferred onto the mobile campaign site. The mobile campaign platform will offer the same opportunities to enter the world of the ‘Social Community’ and Web 2.0 as its online counterpart. For usability and acceptability purposes the display of content for individual social media platforms will be left out of the mobile campaign site.

Through the campaign’s mobile experience visitors shall be able to gain an overall idea of the essence of the campaign, and be able to find out information regarding products without being impeded by complex technical hurdles. For all ‘digital natives’ the mobile campaign site offers the perfect platform to get started in the world of mobile social communication.

Implementation

The mobile campaign site is an extension of the online campaign site and offers, through its content

• TV spots
• Making of
• Heroes
• Products

comprehensive information about Vodafone’s new brand strategy.

Through automatic end device recognition, high end devices such as Google G1, HTC Magic, Blackberry Curve 11 and Bold will exclusively be offered the ‘Vodafone Update’ mobile application.

The Vodafone update application offers users the chance to view all status notifications from social network contacts at a glance, and enables the publication of status notifications on different networks with just one click.

Innovation

As the first mobile internet site, the creation of the "Es ist Deine Zeit" ("It’s your time") campaign from Vodafone enables access to the mobile world of social communities. The extension of a large-scale brand campaign to include mobile services, such as Vodafone’s brand refresh, sets new standards in design, usability and technical performance.