Vodafone: ASMR unboxing

Technology brand Vodafone utilised ASMR for unboxing content for the Samsung Galaxy S23 Ultra and Samsung Galaxy S23 to reach those aged 18 to 55 years old in Turkey, make them consider buying a device from Vodafone, lift awareness, increase ad recall, and contribute to sales.

Brand: Vodafone TürkiyeAgency: Carat TürkiyeRegion: EMEA

Strategy

Objective

The main objective of the campaign was to make the target audience consider buying a device from Vodafone. We aimed to lift campaign awareness up, raise ad recall results and contribute to sales. We regarded previous campaign results as a benchmark and intended to use them to compare our current campaign outcomes. We measured campaign awareness and ad recall with BLS and measured total and digital sales with our own sales indicators. Since the competition pool is dynamic and the product prices are high, our intention was...

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