Vodafone "Livefeeds" viral campaign

To convince young and digitally savvy consumers to renew prepaid mobile minutes online, Vodafone opted for an interactive viral experience designed by OgilvyOne Worldwide, Athens.

Viewers received a link of a live feed from a security camera depicting a girl trapped in a storage room, who then called the viewer asking him or her to use the top up service to refill her phone, so that she could call for help.

The amusing and surprising ad generated an enormous response, resulting in views by an estimated 10% of the Greek Internet population. Since the campaign began, Vodafones online renewals had increased 8%.

The campaign was a Gold winner at the 2008 MIXX Awards, in the International category. It has also won a Silver World Medal Award at the 2008 New York Festivals, "Innovative Advertising Awards", in the "Best Viral Advertising Campaign" category.

Finally, it has won the "Grand Ermis" plus another 6 "Ermis Awards", at Greece's annual advertising festival in 2007, and also an "Effie Hellas" award in the telecoms category.

Category:

Entertainment

Tags:

• OgilvyOne Athens
• Ogilvy
• Vodafone
• Viral
• Greece
• Livefeeds
• Αποθήκη
• Ermis
• MIXX
• Awards
• Interactive
• τηλέφωνο
• web to phone