Vodafone: Sunday Grannies

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

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.

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