Vodafone: Ghita - The social shepherd

This case study describes how Vodafone in Romania re-established its brand leadership in the smartphone market.

Vodafone: Ghita - The social shepherd

McCann Erickson Romania

What were the objectives for the creative work?

"Ghita the shepherd is an example for Romania's digitalization" (European Commissioner Dacian Ciolos)

Executive summary:

Real life does beat advertising, and this campaign-turned-national-phenomenon is the living proof. It's the real story of Ghita, a common Romanian shepherd from Jina, Sibiu. He started off as a completely anonymous and lonely guy on his mountain top. But after a few months of making the most out of Vodafone's mobile data network, his life dramatically changed for the better. He gained half a million engaged Facebook...

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