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....