Vodafone was losing brand love. It needed to maximize consumer-value through loyalty retention in an undifferentiated stagnant market.
A Tribute to Constants
"Thank you today and tomorrow"
Cliente
- Vodafone
Ufficio
- Egypt
Challenge
Inspiration
Individuals tend to fail expressing gratitude towards positive actions carried by loved ones, especially when those actions become "expected" over-time.
Idea
"Here's to the Constants, Thank You" - Expressing gratitude during Ramadan, empowered by heightened sense of collectivism. Vodafone thanked it's customers through a multi-platform campaign and song on the life customers' spent on their network, inspiring a nation-wide gratitude movement, supported by a cross-consumer based Loyalty Program.
Growth
+3 points increase in Net Promoter Score & Customer Emotional Connection. 30% Increase in Ana Vodafone Application Users. 232% YOY Increase in engagement and 1.8M unique engagements across platforms expressing gratitude. Finally, a viewership with 400M over social media.