1. VODAFONE
CHRISTMAS 2014
Agency: Idea Bunker

2. 1.6 million Irish people own smart phones.
92% under 24’s access mobile internet daily
49% on prepay
Vodafone 40% market share
2.3 million Facebook users
600k daily Twitter users
BACKGROUND:

3. Tie in with brand purpose
Creative and meaningful
communication with our target.
Drive sales through website and outlets.
Create a unique position for Vodafone
at Christmas.
Space for Vodafone in customers life
OBJECTIVES:

4. 18-22 years old
50% students and working
26% with Vodafone
63.86% prepay
83% using social media apps
TARGET MARKET:

5. Socialising and Sports top interests
42% friends & family favourite thing
about Christmas
Prefer to give gifts than receive them.

6. Michael Staples, 19 years old
Undergrad in UCD
Lives with friends on campus,
originally from Kerry
Enjoys GAA, on-line gaming,
socialising with friends
Likes Christmas as he gets to spend
time with family & friends back home.
His parents financially support him
He is on a Vodafone bill which his
parents pay but he now has to find
a part-time job.
Snapchat
Twitter
Facebook

7. Katie Kerrigan, 23 years old
Masters student in DCU
Working part-time as a waitress
Loves photography, travelling,
cooking and rugby.
Loves Christmas as she gets to spend
time with friends and she loves to
give presents & kris-kindle.
Financially independent
On pre pay 02, as she doesn’t want to
be tied into a bill
Very active on social media
Many friends away.
Instagram
Facebook
Skype
WhatsApp

8. INSIGHT:
People prefer
to give gifts
rather than
receive them at
Christmas
People think
it’s the little
things that
make a big
difference at
Christmas
Survey + Brief

9. Vodafone want to make it easy
for people to give at Christmas and
to reconnect with family and friends

10. Money Conscious
Loyalty only limited to best offer
Saturated and Cluttered Market
Christmas means more socialising
Data costs a lot on P.A.Y.G
KEY ISSUES:

11. High involvement good
Zip-zap behaviour
Affect on peoples lives
Competitor offers
BARRIERS:

12. High social interaction at Christmas
WOM & e-WOM
Likely to go to best offer
Friends and Family abroad
ENABLERS:

13. Give the customer the chance to…
Re-connect this Christmas
Socially and Digitally
Give and incentive to stay with Vodafone
Give back to the loyal consumer base
Encourage Giving.
ACTION:

14. Using connected channels,
we want to give something
special to those who need it
this Christmas, and encourage
you to do the same.
Meeting our objective to drive
sales on-line & in-store.
STRATEGY:

15. CREATIVE IDEA:

16. Making it easy to give and connect
with friends & family this Christmas.

17. WEBSITE & APP:

18. Website hosted on
Vodafone.ie/destressmas
App, €1 download goes to charity.
Showcase of Vodafone deals,
offers, events & guides.

25. Santa has a team of elves to
get him through Christmas.
Now, wouldn’t that be nice...
DE-STRESSMAS
ELVES

30. Chairs located in top department
stores around Ireland.
Pop up benches nation wide.
Instant wifi access.
Keeping you connected.
DAD CHAIRS &
BENCHES

32. IN-STORE:
WRAP STATION

34. PRINT:

36. DIGITAL
ADVERTISING:
Drive to the website.
Push to download the App.
Joe.ie, her.ie, thejournal.ie,
& the daily mail

38. TIMELINE:

39. NOVEMBER DECEMBER
17th10th 1st 8th 15th 24th
In-store decoration 28th Nov
Introduce the De-Stressmas Elves, start tweeting.
Dad chairs and benches.
Launch digital
advertising & print.
Call out for Elves on
Facebook, and social
media.

40. BUDGET:
Print OOH 50k
Digital Ads 30k
Experiential Elves 34.5k
Benches/chairs wifi 30k
Web/App 30k
In-store visibility 3.2k
Agency fees 15k
Prizes 20k
Total 213k

41. NEXT STEPS:
Review campaign.
Expand the Elves, make your team.
Elves into the U.K.
Expand chairs/benches at sporting events.
Build further on our guides.

42. THANKS!