Vodafone: Between us

Bediz Eker and Arif Emre Perçin

Campaign details

Brand owner: Vodafone
Lead agency: Y&R Team Red Istanbul
Contributing agencies: Mindshare, Ogilvy PR
Brand: Vodafone
Country: Turkey
Industry: Telephone & internet services
Channels used: Internet - general,Magazines - consumer, Mobile & apps, Newspapers, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Product placement, Public relations, Social media, Word of mouth, advocacy
Media budget: Up to $500k

Executive Summary

Violence against women is one of the major issues in Turkey. Over the last decade, 5,813 women were murdered in Turkey. Just in the past year, 28,000 women were exposed to violence by their families. In order to prevent this issue, Vodafone created the 'Red Alarm' app. When downloaded, the app, which could rescue women in the instant of violence, was hidden as a flashlight application within smartphones. Because of this secrecy, Vodafone had to create awareness and reach out to many women as possible. However, creating a traditional awareness campaign carried the risk of men being aware of this application, which would lose its functionality. In order to overcome the risk, Y&R Team Red Istanbul set its aim to keep the application as a secret between women and Vodafone. By doing so, Vodafone did not only reach women and save many lives but also strengthened its 'innovative and reliable company' image scores.

Market Background and Objectives