Presentation on theme: "Vodafone Campus 1cent/minute Viral campaign. product description “Vodafone Campus” is special program designed for students. Every student can enter in."— Presentation transcript:
product description “Vodafone Campus” is special program designed for students. Every student can enter in this program by submiting a request followed by a copy of his student id card. All participants can talk among themselves using the Vodafone network with 1/cent per minute.
communication objectives 1.Create awareness for the 1cent/minute offer of Vodafone Campus program. 2.To enlarge the Vodafone Campus youth community. 3.Build brand preference in the youth segment.
message Vodafone Campus gives you the opportunity to talk more with your friends because of a very good deal (only 1 cent/minute inside Vodafone Campus community).
advertising idea Vodafone Campus will make you talk too much on the phone (to the point that you become annoying to everyone around) This can lead to dangerous consequences…
executional idea To create and advertise a fake non-profit organisation “The Revenger” designed to help you get rid of people that talk too much on the mobile phone around you. How? To produce 3 “real life” video recordings showing situations in which the author has to suffer because of other people around him who just can’t stop talking on the phone. The movies will be emailed, posted on YouTube.com and Trilulilu.ro and redirect people on a website – www.razbunatorul.org (www.therevenger.org)www.razbunatorul.orgwww.therevenger.org The website is your interface with “The Revenger” organization (see details in slide 10)
viral movie 01 – “sex” http://homepage.mac.com/bogdan.gheorghiu/razbunatorul/viral_01.mpg End frame copy: “Are you annoyed by the ones who talk too much on the phone? www.therevanger.org”www.therevanger.org Status: ON AIR at http://www.youtube.com/watch?v=5J_589qJx_Yhttp://www.youtube.com/watch?v=5J_589qJx_Y
viral movie 02 – “theatre” http://homepage.mac.com/bogdan.gheorghiu/razbunatorul/viral_02.mpg End frame copy: “Are you annoyed by the ones who talk too much on the phone? www.therevanger.org”www.therevanger.org Status: ON AIR at http://www.youtube.com/watch?v=UpWzURXBDiEhttp://www.youtube.com/watch?v=UpWzURXBDiE
viral movie 03 – “pirates” http://homepage.mac.com/bogdan.gheorghiu/razbunatorul/viral_03.mpg End frame copy: “Are you annoyed by the ones who talk too much on the phone? www.therevanger.org”www.therevanger.org Status: WAITING FEEDBACK from client
website - razbunatorul.org (therevenger.org) http://homepage.mac.com/bogdan.gheorghiu/razbunatorul/index.html If you experience problems viewing the website download the next file and decompress the folder on your desktop: http://homepage.mac.com/bogdan.gheorghiu/razbunatorul/razbunatorul.zip The website will present you the members of The Revenger Foundation: a team of dedicated people, ready to help you getting rid of the “friends” that bother you by talking too much on their mobile-phones. - “Heidi” will help you sending “threatening messages”. - “The Train” can pay unexpected visits to your friend’s house and “educate” him. - The last one will help you beat the “talker” with his one weapons. With Vodafone Campus you will talk so much on the phone that nobody around you will bother you anymore.
website - razbunatorul.org (therevenger.org) page 1 button copy: “let’s get to know each other… press here” page 2 voice over: My name is “Titi” and I represent “The Revenger Foundation” a non-profit organization whose main concern is to relief you from the annoyance provoked by the ones that talk too much on the phone and when they shouldn’t. I will present you a package of three services with an efficiency proven in years and years of experience.. buttons copy: “sweet talk”, “face to face”, “extreme measures” page “sweet talk” bodycopy: “Heidegger” or “Heidi” for my close friends. Ever since I was a child I discovered my writing skills. The muse of poetry played an important part in my life. That’s how I got here today, as a PR manager for the “Revenger” foundation. If you feel like sending a ‘warm’ message to all those who talk way too much on their phones and annoy you, pick one of my favorite messages. buttons copy: “pick a message”, “back”
website - razbunatorul.org (therevenger.org) threatening message 1 copy: I heard you're very fond of your phone. Watch out, it might lose you!!! threatening message 2 copy: It's kind of hard to talk that much on the phone without your teeth... threatening message 3 copy: Go ahead, talk on the phone! There are many ditches without caps in this city... threatening message 4 copy: A good man whispered to us that your life's about talking on the phone... Careful though, life's complex and full of downfalls, capisci? threatening message 5 copy: One parrot less it's not such a big deal... Don't worry, go ahead and keep talking on your phone. threatening message 6 copy: You’d better think about your dear ones before making another waaaay too long call…
website - razbunatorul.org (therevenger.org) page “face to face” bodycopy: Boys call me the “the train”… to be honest, I don’t know why. All I do is educate those ‘’refractory elements” who refuse hanging down their receiver… Obviously, I work with the client’s material, on a fair fare. Give me your e-mail address and we’ll set up a job in no time, if someone upsets you. buttons copy: “contact”, “back” page “extreme measures” bodycopy: So, Titi couldn’t convince you? Merchandiser is long talk and no action? Don’t worry… things will get settled. Our guys know exactly what you need to stop those long talks… forever… button copy: “the ultimate solution”
landing page on www.vodafone.ro The last member of The Revenger Foundation will introduce to you the Vodafone Campus 1 cent/minute offer. Only by becoming a “talker” you can get rid of “the talkers” around you. bodycopy: “Talk on the phone as much as you want and forget about the annoying friends”
partial results In 2 weeks: 26 independent blogs have started to write comments about the campaign. See “/blogs/” folder on FTP Around 12000 visitors for the 2 viral movies already on-air. 10500 visitors on www.razbunatorul.org