A Tribute to Constants

Individuals tend to fail expressing gratitude towards positive actions carried by loved ones, especially when those actions become "expected" over-time.

"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.