Vodafone Roamate

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This is the pitch presentation of Annamaria Zollet and Matei Curtasu.

It was the result of our Create Meaning Project in cooperation with Miami Ad School Hamburg.

For more information visit: www.createmeaning.com

Published in: Business, Education
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Vodafone Roamate

  1. 1. Annamaria Zollet (@annamariazollet) & Matei Curtasu (@mtcrts) Miami Ad School Europe, June-2011 1
  2. 2. The Challenge Gain new customers & make them loyal to the brand 2
  3. 3. Highly Competitive Market 3
  4. 4. Low Low Extra-Low Offers 4
  5. 5. Market Overview Price-oriented Very competitive User-driven 5
  6. 6. Our Consumers STRAY CATS! 6
  7. 7. The ProblemVodafone is a “premium” carrier & can’t compete over prices. It needs another strategy to win new customers 7
  8. 8. More Research We spotted an interesting target group... 8
  9. 9. FOREIGNSTUDENTS 9
  10. 10. Why? Student abroad experience is toughNew carrier in new country anyway (each is different!) Contract for minimum 2 years Heavy Users (3000+ texts/month) 10
  11. 11. Why? Vodafone has a worldwide advantage 11
  12. 12. Global Brand Possibility Turn prepaid into a phone plan 12
  13. 13. Our Strategy Win over expat students & turn them into loyal customers in their country of origin 13
  14. 14. Our Mission Make Vodafone your first friend abroad 14
  15. 15. Global to LocalForeign students in Germany 189,450 (2009)6-month Erasmus CoursesChina, Bulgaria, Poland, other E.U. 15
  16. 16. Introducing...ROAMATE “Home is where you are” 16
  17. 17. Welcome Package 17
  18. 18. Distribution Vending Machines in universities, canteens,airports & Vodafone shops 18
  19. 19. Welcome Package Goodies Interact ive MapSIM c ard Moleskine Ltd. Ed. City Guide 19
  20. 20. Key item 20
  21. 21. Roamate.app 21
  22. 22. Connect New Friends 22
  23. 23. Read the Map / Selective Parties 23
  24. 24. Explore the City / Discounts 24
  25. 25. Most important feature - Memory Tracker 25
  26. 26. MemoryLine Website 26
  27. 27. After 6 months...Contract Extension to your home country 27
  28. 28. MemoryLine Book Version 28
  29. 29. Summary Instead of fighting for the lowest price, Vodafone creates a new experiencethat makes a difference, creates meaningand builds a relationship with its audience 29
  30. 30. Vision After Germany, it will be launched in every country where Vodafone operates 30
  31. 31. Thanks 32

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