Vodafone Symphonia

Vodafone’s ’Symphonia’ campaign aimed to boost sales in New Zealand over the 2009 Christmas period. Vodafone had been underperforming due to a combination of a new market entrants, service issues and huge spend from Telecom advertising causing core brand measures to trend downwards.

Vodafone Symphonia

Colenso BBDO

SUMMARY

In 2009, Christmas would be tougher than ever for Vodafone New Zealand. New market entrant 2 Degrees Mobile would share the meager spoils from a recessionary Christmas retail period characterized by retailers screaming for sales and discounting heavily en masse.

A big idea was needed to unite all Christmas brand and retail activity, reverse year long brand declines, and drive sales equivalent to the previous non-recessionary Christmas period.

Despite the telco market maturing and becoming increasingly commoditised and unimaginative, we discovered that consumers were inventing the most amazing and imaginative uses for their mobile technology....

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