Vodafone: Safe screen

Vodafone, a telecommunications company, increased click-through rates, views and search volume in Turkey by advertising its phone screen protection promise.

Campaign Details

Brand: Vodafone TurkeyAgency: CaratRegion: EMEA

Campaign video

Strategy

Objective

Qualitative research conducted with people who bought 2nd-hand phones in the last 6 months to understand their motivation and expectations for purchasing a phone, showed that breaking the phone screen is the main reason behind buying a new device. Consumers' biggest fear was the cost of replacing the screen is almost as expensive as buying a new phone.

In November the economy was on the agenda and the consumers were looking for confidence instead of controversial discount rates. We decided to communicate a different...

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