Vodafone: Ceyd'a

Vodafone, a telecommunication brand, promoted its Vodafone Red service among young Turkish consumers by creating an algorithm that targeted consumers when they made a relevant search using voice technology.

Campaign details

Brand: VodafoneAdvertiser: Mindshare TurkeyCountry: Turkey

Strategy

Objective

Vodafone, in line with its digitalization vision, focuses on providing innovative products and services to its customers and Vodafone RED users are the most digitized segment with 89% smartphone penetration and 99% mobile internet usage among all Vodafone users. That's why it was crucial to be recalled as a digital telco company by this target audience (early technology adopters aged between 25-44) to create brand favourability towards Vodafone.

In order to serve this business objective, Vodafone Red launched its new brand positioning strategy with a new...

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