Vodafone Red Roaming Location Driven Awareness Campaign
The campaign aims to reach all potential customers who are planning to travel abroad and offer them suitable roaming packages. The Vodafone Red Roaming campaign, carried out in collaboration with Black C, aimed to raise awareness among users traveling abroad about Vodafone Red packages and encourage their usage.
Background
The Vodafone Red Roaming campaign aimed to increase awareness of Vodafone Red Roaming packages, measure advertisement recall, and evaluate future purchase intent. The campaign targeted Vodafone users traveling abroad, focusing on strategic locations such as international airport lounges, border gates for outbound vehicles, visa application centers, and ferry docks to Greek islands.
Insights
The campaign strategically focused on engaging Vodafone Red users during key moments of their travel journey, such as at airports, border crossings, and ferry terminals. This ensured the message reached the audience when roaming services were top of mind. Real-Time Impact: The innovative use of geo-targeting allowed the campaign to dynamically adapt to traveler behaviors, ensuring relevance and high engagement during crucial travel touchpoints. Data-Driven Strategy: Insights from previous campaigns informed a precision approach, leveraging advanced tools to measure impact and optimize performance in real-time.
Execution
In strategically targeted locations using Azira technology, advertisements were effectively displayed to Vodafone Turkey users and potential customers Upper-middle income group Wealthy Individuals or ProfessionalsA group that frequently travels for business or vacation and requires uninterrupted network even when abroad. Black C stood out with location-based targeting technologies and data analytics services in the campaign. Data Analytics: After the campaign, a Brand Lift Study and demographic analysis were conducted to evaluate performance. Capturing the targeted users during their travels or just before increased the campaign's effectiveness.
Result
Brand Awareness: 22.8% of participants recognized Vodafone Red packages, a 10.2% increase compared to the control group. Ad Recall: 28.9% of participants recalled seeing Vodafone Red advertisements online, 5.5% higher than the control group. Purchase Consideration: 54.2% of participants expressed intent to choose Vodafone Red tariffs in the future, reflecting an 18.8% increase compared to the control group. <p This performance is exceptionally strong, outperforming the EMEA benchmark of 5.1% by 13.7%.
