Vodafone: Ghita, the social shephard

This case study describes how Vodafone, the second-biggest telecom company in Romania, demonstrated its brand promise of 'better lives through digitisation' to become the best-perceived mobile brand and sell more smartphones than ever.

Vodafone: Ghita, the social shephard

Principal authors: Diana Ceausu and Catalin Florea, McCann EricksonContributing author: Andreea Spilca, McCann Erickson

Executive Summary

Real life does beat advertising, and this campaign-turned-national-phenomenon is the living proof. It's the real story of Ghita, a common Romanian shepherd from Jina, Sibiu. He started off as a completely anonymous and lonely guy on his mountain top. But after a few months of making the most out of Vodafone's mobile data network, his life dramatically changed for the better. He gained half a million engaged Facebook friends. He was dedicated a pop album...

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