Vodafone, "Night Owls Tour," OMD Germany (Local)

Vodafone is one of the most successful and well-known brands within the German market, yet it still facing a weak relationship towards younger customers due to its premium price strategy. So they sought to attract those younger audience segments to engage and interact with the brand to let them feel to they can experience that Vodafone is more than a regular telecommunication company. Vodafone mobile tariffs are simply too expensive for the young, urban, well-informed Facebook generation that is the target group. They would rather invest their scant resources in stylish clothes, the latest technology trends or going out to the best club in town. So, how did Vodafone convince them that they are not an unscrupulous mobile contract seller, but the pulsing heart of their digital lifestyle? This target group hardly pays attention to ads. They are strongly influenced by what is popular and trendy within their peer group. Vodafone used just that to its advantage, taking a series of events that turned a small number of privileged trendsetters into powerful multiplicators for Vodafone—without being perceived as advertising. Thus Vodafone “Nights Owls” was born, a next generation clubbing experience which used the digital lifestyle of the target group on Twitter, Facebook and YouTube to the maximum. They offered everything that the Facebook generation demands of a perfectly connected party. From voting for DJs on Facebook and mobile ticketing with Fast Lane entry, all the way up to an interactive photo wall and, of course, Livestream. The responses were—and still are—euphoric. Each Night Owls party turns a few hundred guests into thousands of friends following, commenting and sharing the party live. Vodafone was present in every tweet, every like and every post. Their message hit the heart of the target group with the smartphone turning Vodafone into their partner for fresh, urban lifestyle. Highly successful 98% of Vodafone’s Night Owls became brand fans in social networks and increased product turnover, up to 40% within the target group.