2005 TECHNOLOGY & COMMUNICATIONS WINNER

CAMPAIGN - Vodafone live! "How we owned music at night"

AGENCY - Ikon Communications

CLIENT - Vodafone Australia

OBJECTIVE

The market for ring tone downloads has exploded in the past 12 months. With competition increasing on a daily basis, Vodafone live! went into market wanting to increase its presence in the ring tone and content area. The objective was to increase the number of ringtone downloads by 10% compared to the previous quarter - a short period of time to get results.

CAMPAIGN

Instead of the usual TV and print advertising and early morning weekend music shows promoting ring tones and content, Ikon developed an approach that challenged the category. Given that the core audience of consumers were between 18 and 30, they mostly downloaded ring tones at night, and music was the most popular download, radio became the core medium and avoided the usual clutter.

The strategy was to "own nightly music", with a potential audience of 3.2 million YAFs - young, active fun consumers - listening in when their interest was heightened. Integration with MCM Entertainment brought the campaign to life. In a media first, a true connection with the listener was established by tagging a specific artist track played to its availability on Vodafone live!. Creative was produced to fit with the style and flow of radio programming and an online promotion also ran to build on Vodafone's database.

RESULTS

Vodafone increased content downloads and revenue by 25% over the set objectives. When compared to the previous quarter, this was increased by 37%. This represented a positive return on investment of 104%. Over 18,000 entries were received for the online promotion, with 2,000 opting in to the database.

JUDGE'S COMMENTS

"Bucked category spend by utilising different media at different times. Strong adjacencies added value and innovation to campaign."