Vodafone: Sunday Grannies
Agency: McCann Romania
Creative effectiveness
The Sunday Grannies: bridging the generation gap through 4G or how 4G technology became meaningful for every Romanian, by becoming meaningful for the elderly
In 2014, Vodafone was facing its toughest business and communication challenge to date. Deutsche Telekom had acquired two of the most important players on the telecom market (price challenger Cosmote and traditional broadband Romtelecom), thus becoming the most powerful group in the category. Unsurprisingly, Telekom created the biggest brand launch ever seen on the Romanian market.
How do you distract people from the 'new kid on the block"?...