Vodafone

This 2009 campaign for Vodafone, a bronze-winner at the DMA Awards, saw agency Partners Andrews Aldridge target high-value customers by promoting the mobile phone network provider's decision to abolish overseas roaming charges temporarily.

Vodafone

Partners Andrews Aldridge

THE TEAM

Andy Todd, Paul Snoxell, Richard Donovan, Jon Leney, Jessica Brown, Jane Atkins, Kate Waters, Ceri Perkins, Hazel Reed.Other contributors: French and Sarsby – Product sourcing and fulfilment, St. Ives – Print and production.

WHAT IS WONDERFUL ABOUT THIS WORK?

Vodafone needed to ring-fence their most valuable customers. Their abolition of roaming charges this summer was good news to share. We saw a huge increase in mobile usage abroad amongst recipients. And our response rate was 11.73%, with a conversion rate of 35.74%.

OBJECTIVES

To inform customers who hadn't responded to previous communications...

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