Challenge

To establish the new Vodafone positioning and strategy of the brand. To create awareness and establishment of new Strapline ‘’Together We Can’’ in a meaningful way and to inspire Society.

Moreover, to deliver bold and brave, brand-led campaigns that will help a mass audience understand our new brand positioning. To build connected experiences that go beyond (or evolve) traditional media thinking, by working closer than ever with partners.

Solution

For the first time in Greek Media, we combined TV & radio hosts of different shows of ‘’competing’’ stations (airing at similar time slots), where they aired a joint show, to discuss the “Together we can” proposition. The Dreamlab app, in the context of World Health Day (April 7th, 2021), was the vehicle to do so. The TV common broadcasting lasted for 10 minutes, whereas Radio common broadcasting had a full 3-hour show.

Results

TV & Radio broadcasting and the following News and other shows’ coverage reached nearly 600.000 individuals. Free publicity, buzz and WOM indicated how successful the activation was, as it was the first time that kind of activation was implemented in the Greek media.

ERMIS AWARDS 2021:

1. ERMIS MEDIA for TV
2. ERMIS MEDIA for COMBINED USE OF MEDIA (TV-Radio)