Partnership Award 2009 Winner

TITLE: Vodafone Business Ambassador Program
COMPANY: KahDo Urban Communication
CLIENT: Vodafone

OBJECTIVES
Vodafone was looking to address the fact that 42% of SMEs were unaware of the telco’s offering. The campaign needed to drive acquisition of new SME customers, despite rival Telstra dominating share-of-voice five to one.

CAMPAIGN
Research identified peer to peer referral and endorsement as valued by SMEs in making purchase decisions. Kahdo recruited drivers from businesses with up to five employees to drive cars that carry ads reading, “I chose Vodafone for my business”. The credibility of this statement was strengthened by integrating the SME’s own business ad on the back window of the vehicle. Each driver had to be a Vodafone business customer.

The campaign saw 70 different SME ads on Toyota Yaris cars launched across five major capital cities. Brand ambassadors were educated with key Vodafone messages to spread among their peers.

RESULTS
Awareness of Vodafone in business improved from 65% in May 2008 to 69% in May 2009 and consideration of the brand improved from 23% to 26% in the same period. The driver recruitment alone saw 70 new Vodafone customers signed to business contracts.