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and
P.E.S.T Analysis
 Political: Under the framework of the Greek
political stability the mobile phone companies are
required...
 Social: Vodafone CU actively participates in the
social sector. More specific, succeeds in organizing
and participating ...
Target group
 The target market is the group of customers that our
business has decided to aim its marketing efforts. So,...
Positioning
 FOR boys and girls 18-24 years old who belong to the new
generation and have grown up in a different way tha...
Unique Selling Product
 Restart: the Vodafone CU new strategy
Youth have the need to “change the world”. Economic crisis ...
Are you considering
to move to another
prepaid company?
YES
NO
For which reasons you
are in this particular
prepaid compan...
S.W.O.T analysis for Vodafone CU
 Strengths: Pioneering on cheap student packages (in Vodafone CU
users and users of othe...
S.W.O.T analysis for competitor (What ‘s up)
 Strengths: the What's up company has created its own
community communicatio...
 What: Game
 Who: Greek students
 Where: online  site of Vodafone CU- new section
 When: duration one week
 Why: aw...
 Purpose: Gather x number of black apples and
finish the 15th level.
 Levels: 15
 Worlds: 3 (White – Red – Black)
 Lif...
 Level 1: You have to gather x number of black apples from the apples of all colors that fall
from the sky. If you don’t ...
 Level 1: Τhere is a tree with colored apples. The player has to aim these apples
with his ark, using arrows. He must not...
 Level 1: The player is at the garden of a house and his purpose is to
gather the black apples which are in this area, hi...
Apple iPod Touch 64GB 5 Gen White
Big screen Retina 4 ", 64GB storage
space and fast dual-core Cortex A5
processor for gam...
Apple MacBook Air MD761GR/A
4th generation processor Intel Core i5, SSD
drive for speed & security, Internet up to 12
hour...
DIGITAL
 Social media
 Facebook:
Geography targeting: Greece
Demographics targeting: 18-24 boys &
girls
Interest categor...
 DISPLAY
 Google Display Network
Language targeting: Greece
Demographics targeting: 18-
24 boys & girls
Interest categor...
TRADITIONAL
 Print
 Metro station (only in Athens)
 Outdoor
 Printed Figures at Vodafone stores (whole
Greece)
DIGITAL
 Social media
 Facebook
Geography targeting: Greece
Demographics targeting: 18-24
boys & girls
Interest category...
 Display
 Google Display Network
Language targeting: Greek
Demographics targeting: 18-24 boys & girls
Interest category ...
TRADITIONAL
 Print
 metro station (only Athens)
 Outdoor
 Idols of Eve and Snake at Vodafone stores
 Disguised Eve an...
OUTDOORS
 Delivery of presents to the winners and video coverage
DIGITAL
 Social Media
 Facebook-Tweeter-Instagram: Ann...
 Username:
 Password:
 Facebook user name:
 Twitter:
 Instagram:
Κάνε την εγγραφή σου
ΣΥΜΠΤΩΜΑ 7
ΣΟΥ ΑΝΟΙΓΕΙ Η ΟΡΕΞΗ
Καλώς ήρθες στον παραδεισένιο κόσμο της
vodafone cu! Γίνε και εσύ θεός...
Σύμπτωμα 7: Σου ανοίγει η όρεξη. Για
αυτό η Vodafone CU σε καλεί σε
φοιτητικό δείπνο για να ..χορτάσεις
δώρα! 7 Apple προϊ...
 “Eve” bites the apple and starts the restart tune.
 Then, the following message is on air:
 “Σύμπτωμα 7: Σου ανοίγει η...
Ratings: Athens – January 2014
 Category : Music
 Rock (96.9) sourcehttp://greekradios.gr/radios_det.asp?radio_id=39
 ...
 A sound of apple bite is heard and the sound of
restart song starts. The narrator says: «Το
μικρόβιο του restart μεταδίδ...
 Facebook:
I. photo & «Μην περιμένεις μια αιωνιότητα για να γίνει ένα φοιτητικό θαύμα! 7 μέρες
gaming είναι αρκετές! H Vo...
 Twitter:
I. «Μόλις μου είπε ένα πουλάκι πως το να κερδίσεις Apple προϊόντα δεν
είναι δα και τόσο θαύμα! Δήλωσε συμμετοχή...
 Συγχαρητήρια! Μόλις έκανες την εγγραφή σου στο
Ψηφιακό Κυνήγι Θησαυρόμηλου της Vodafone
CU και κόλλησες το μικρόβιο του ...
 Facebook:
I. «Σύμπτωμα 7: Σου ανοίγει η όρεξη! Και ενώ ο πεινασμένος
καρβέλια ονειρεύεται εσύ μάζευε όσα περισσότερα μήλ...
 Instagram
I. Photo & «ανέβασε φωτογραφία που να δείχνει σε ποιο επίπεδο
βρίσκεσαι και το επόμενο restart επιπέδου θα είν...
 Twitter:
I. Και ο θεός είπε: “Ας βλαστήση η γη χλωρόν
χόρτον, χόρτον κάμνοντα σπόρον, και δένδρον
κάρπιμον κάμνον καρπόν...
 Facebook
I. «Όλα τα ωραία κάποτε τελειώνουν.. Το Ψηφιακό Κυνήγι
Θησαυρόμηλου ολοκληρώθηκε και βραβεύει τους νικητές
του....
 Game: Nowadays, Technology is part of the everyday life of young people. Among their
activities, Gaming has a significan...
 What: application
 Where: on mobiles
 When: till update
 How: free download from Apple App Store,
Windows Phone Store...
 There are 5 buttons-options.
 PLAY: The player just plays hangman with Greek slang words and phrases.
He will be able t...
 play
 play & win
 sound
 ‘’καφρίλα’’percentage
 about
 Ξεκόλλα
 Τσπ
 Πσκ
 ψήνομαι
 Restart
 Σύμπτωμα
 Σολάρω
 Γουστάρω
 Καφρίλα
 Κάγκουρας
 Hipster
Μπηχτή
Άραξε
Π...
 Μούφα
 Μπανίζω
 Ούτε με σφαίρες
 Όχι άλλο κάρβουνο
 Πακέτο
 Πήζω
 Ρούφ
 Σούξου Μούξου
Τζάμι
Τίγκα
Τσάγεια
Φόλ...
DIGITAL
 Display
 Google Display Network
Language targeting: Greece
Demographics targeting: 18-24 boys &
girls
Interest ...
 Vodafone cu site
 New section
 Social Media
 Facebook:
Geography targeting: Greece
Demographics targeting: 18-24
boys...
 Στο σπίτι του κρεμασμένου δεν μιλάνε για σκοινί!
Αλλά με τόσα ΜΒ που κερδίζεις, δεν είναι κρίμα να
μην το μεταδώσεις? Μό...
 Facebook
I. «Τα ‘μαθες τα νέα? Ο κρεμασμένος MB ονειρεύεται. Μην αναρωτιέσαι!
Μπες στο site της Vodafone CU και ανακάλυψ...
 Σύμπτωμα 8:
εκφράζεσαι
απεριόριστα!
Για αυτό η Vodafone CU
σε επιβραβεύει όταν το
κάνεις! Slangman και
κρεμάστηκες!
 App: From the beginning of our day, we get in touch with technology and with
our mobile phones. However, nowadays we do ...
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
Vodafone CU "RESTART" project
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Vodafone CU "RESTART" project

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During the 5th semester of Communication, Media and Culture department (AD&PR Lab) of Panteion University, we were asked to present two ideas, an online activation and a restart action, in order to promote Vodafone CU, "Restart" campaign.

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Vodafone CU "RESTART" project

  1. 1. Our task is to and
  2. 2. P.E.S.T Analysis  Political: Under the framework of the Greek political stability the mobile phone companies are required to follow certain laws. In the same way Vodafone CU ensures the credibility and legitimacy of her substance in formal legislation.  Economical: There is prevalent economic crisis in Greece. The company has been affected. Simultaneously the company makes sure to exploit the crisis to some extent for deals in student packets. This has a positive impact on it.
  3. 3.  Social: Vodafone CU actively participates in the social sector. More specific, succeeds in organizing and participating in events for the youths. The company supports young people by giving them development opportunities (Romantso, Future Library etc) as also consolidates its own brand.  Technological: The technology is increasing rapidly. Vodafone CU services are based on technology. So, utilizes as much as possible the company's benefits, for example 4G, leverages new features of mobile phones, and these work in favor of it (Vodafone CU).
  4. 4. Target group  The target market is the group of customers that our business has decided to aim its marketing efforts. So, defining our target group is the first element to our marketing strategy.  Vodafone CU’s target group: Boys and girls 18-24. More specifically, Vodafone CU focuses its marketing efforts on young people, who have a strong personality and innovative ideas. They are creative, optimistic, pleasant and full of energy. They believe in themselves and they are brave enough to take risks. Vodafone CU’s target group also consists of people who want to have fun every time of their life and everywhere and tend to express their feelings. They are young and creative people that need to communicate with their friends and everyone around them, as this is the best way to express their interesting and multifaceted personality.
  5. 5. Positioning  FOR boys and girls 18-24 years old who belong to the new generation and have grown up in a different way than their parents and want unlimited and free communication with their friends, without paying a lot of money.  WHO express themselves in multiple ways, think out of the box, create, share and make changes in their environment.  VODAFONE CU offers a new approach to communication, combining high quality and low prices with many choices between different combinations of communication ways.  BECAUSE VODAFONE CU fulfills new generation’s expectations for a trustworthy and flexible mobile phone company and it is compatible with the youth’s everyday-life needs. It constantly develops its technological facilities in order to meet youth’s needs for communication and socialization. All in all, young people want to change the society and make a brand new start. So, it’s time to press RESTART!
  6. 6. Unique Selling Product  Restart: the Vodafone CU new strategy Youth have the need to “change the world”. Economic crisis makes it more intense. The Youth’s answer is: RESTART! Restart by creation. The “good” virus has positive side effects. It makes the young people to make a new start by disengaging from the past, by creatively changing the way we live , by endorsing a new-collective-differentiated way of thinking, by incorporating small disruptive ideas and initiatives in all aspects of our lives, by focusing on a new found optimism, by rewriting the rules of the game “When you are young you have the virus to change the world. If you catch it, you’ll change your frame of mind. RESTART”
  7. 7. Are you considering to move to another prepaid company? YES NO For which reasons you are in this particular prepaid company? Faithfulness Reliability Bundles 18% 72% 10% In which prepaid company you belong? Vodafone CU What’s Up Other Prepaid Company Are you aware of the new bundle offers of Vodafone CU? YES NO What kind of device do you usually use in order to go online? PC/LapTop Mobile/Tablet 28 51 14 4 3 How much time do you spend online every day? 0-3 Hours 3-6 Hours 6-9 Hours 9-12 Hours 12+ Hours
  8. 8. S.W.O.T analysis for Vodafone CU  Strengths: Pioneering on cheap student packages (in Vodafone CU users and users of other networks), youth actions (schoolwave, Future Library, Vodafone CU workshop book,Ρομάντσο, pop-up bike, "push the red button"), back to prepaid communication due to crisis, apps, extra services, collaboration (1+1)  Weaknesses: wrong outreach efforts of the public (metro station), elliptical advertising promotion of products and actions, network problems, rise of taxes  Opportunities: economical crisis as a reason why promote cheap student packages, evolution of technology and offers of free MB, rise of the meaning "start-up" and as a result Vodafone CU provides free space for an entrepreneurship  Threats: Customers' reliability and loyalty in other companies (what’s up), economic crisis as regards with the whole budget of Vodafone CU (especially for commercials and promotional strategy)
  9. 9. S.W.O.T analysis for competitor (What ‘s up)  Strengths: the What's up company has created its own community communication, which includes the highest percentage of young audiences, which leads in difficulty leaving the company (loyalty). Offers a variety of cheap student packages of communication. Apps. Collaborations (1+1) Youth actions.  Weaknesses: The technical coverage of the company is not proportional to the size of its audience. Rise of taxes.  Opportunities: The economic crisis has forced much of the public to return on prepaid communication services irrespective of the age group that belongs each user. So, the company's buying public broadens. Economical crises for cheap student packages. Technological rise for the use of MB.  Threats: actions of Vodafone cu
  10. 10.  What: Game  Who: Greek students  Where: online  site of Vodafone CU- new section  When: duration one week  Why: awards 7 different Apple products (the 7 first to finish the game)  How: registration  username: Vodafone CU mobile number - password: QR code of student pass – social media accounts (After registration everyone wins x talking time/x sms/x MB)
  11. 11.  Purpose: Gather x number of black apples and finish the 15th level.  Levels: 15  Worlds: 3 (White – Red – Black)  Life: 1 big apple-life for the whole game (Whenever you chose to restart level, make wrong moves or run out of time, you lose a “piece” of apple-life)  Play hours: 14:00 – 03:00 (Hours that young people are online)  Interaction through social media accounts in order to win presents and hints.
  12. 12.  Level 1: You have to gather x number of black apples from the apples of all colors that fall from the sky. If you don’t manage to do it, you Restart Level. If you gather them, you go to the next level. The number of apples that fall is exactly the number of apples that you have to gather.  Level 2: You have to gather x number of black apples from the apples of all colors that fall from the sky. If you don’t manage to do it, you Restart Level. If you gather them, you go to the next level. The speed that the apples fall gets faster. The number of apples that fall is exactly the number of apples that you have to gather.  Level 3: You have to gather x number of black apples from the apples of all colors that fall from the sky. If you don’t manage to do it, you Restart Level. If you gather them, you go to the next level. The speed that the apples is the same with level 2. The number of apples that fall is exactly the number of apples that you have to gather However, black bombs start to fall from the sky and you must not gather them.  Level 4: You have to gather x number of black apples from the apples of all colors that fall from the sky. If you don’t manage to do it, you Restart Level. If you gather them, you go to the next level. The speed that the apples is the same with level 2. The number of apples that fall is exactly the number of apples that you have to gather. Black bombs fall from the sky and you must not gather them. But now there is a clock that counts down.  Level 5: : You have to gather x number of black apples from the apples of all colors that fall from the sky If you don’t manage to do it, you Restart Level. If you gather them, you go to the next level.. The speed that the apples fall gets faster. The number of apples that fall is exactly the number of apples that you have to gather. Black bombs fall from the sky and you must not gather them. There is a clock that counts down.
  13. 13.  Level 1: Τhere is a tree with colored apples. The player has to aim these apples with his ark, using arrows. He must not hit the black apples because he loses a “piece” of life. If he loses he is able to restart level and lose a “piece” of life. There will be 2x arrows. (x=apples).  Level 2: Τhere is a tree with colored apples. The player has to aim these apples with his ark, using arrows. Apples start changing color and the player‘s mission is to hit them when they are NOT black or else he will lose a “piece” of life. . If he loses he is able to restart level and lose a “piece” of life. There will be x+5 arrows. (x=apples).  Level 3: Τhere is a tree with colored apples. The player has to aim these apples with his ark, using arrows. He must not hit the black apples because he loses a “piece” of life. If he loses he is able to restart level and lose a “piece” of life. The apples are moving. The player has to aim the colored apples, NOT the black apples. There will be x+5 arrows. (x=apples)  Level 4: Τhere is a tree with colored apples. The player has to aim these apples with his ark, using arrows. He must not hit the black apples because he loses a “piece” of life. The apples are moving. The player has to aim the colored apples, not the black apples. If he loses he is able to restart level and lose a “piece” of life. There will be x arrows. (x=apples)  Level 5:, Τhere is a tree with colored apples. The player has to aim these apples with his ark, using arrows. He must not hit the black apples because he loses a “piece” of life. The apples are moving and the wind is blowing. If he loses he is able to restart level and lose a “piece” of life. There will be x arrows. (x=apples)
  14. 14.  Level 1: The player is at the garden of a house and his purpose is to gather the black apples which are in this area, hidden or not. He is able to make x+3 moves and he has the restriction of time.(x= the number of the black apples)  Level 2: The player is at the living room of a house and his purpose is to gather the black apples which are in this area, hidden or not. He is able to make x+2 moves and he has the restriction of time.  Level 3: The player is at the kitchen of a house and his purpose is to gather the black apples which are in this area, hidden or not. He is able to make x+1 moves and he has the restriction of time.  Level 4: The player is at the loft of a house and his purpose is to gather the black apples which are in this area, hidden or not. He is able to make x moves he has the restriction of time.  Level 5: The player is at the basement of a house and his purpose is to gather the black apples which are in this area, hidden or not. He is able to make x moves he has the restriction of time. *The player has the option of getting a piece of advice during all levels playing, but he will lose a piece of Apple life, too.
  15. 15. Apple iPod Touch 64GB 5 Gen White Big screen Retina 4 ", 64GB storage space and fast dual-core Cortex A5 processor for games and applications Apple iPad Mini Retina Wi-Fi 32GB Space Gray With Retina display for exceptional imaging, dual-core A7 processor and integrated Wi-Fi Apple iPod Nano 16GB 7 Gen Green Most big screen Multi touch 2,5 ", with radio and music playback to maximum of 30 hours
  16. 16. Apple MacBook Air MD761GR/A 4th generation processor Intel Core i5, SSD drive for speed & security, Internet up to 12 hours and support Wi-Fi a / c Apple iMac MD094GR/A With FullHD screen 21.5 "for spacious working environment, thinner aluminum body and NVIDIA 512MB graphics Apple iPhone 5S 64GB Gold Technology 4G, powerful dual-core processor at 1,7 GHz, operating iOS 7, screen Retina 4 "and original Touch ID for easy & safe unlocking
  17. 17. DIGITAL  Social media  Facebook: Geography targeting: Greece Demographics targeting: 18-24 boys & girls Interest category targeting: technology, games Connection targeting: like pages  status updates with photos about the upcoming contest, photo page post ads, likes/comments/shares of a post sponsored stories  Twitter: Geography targeting: Greece Demographics targeting: boys & girls Interest category targeting: technology, games, similarity to existing followers, keyword search result #1vodafone #2vodafone cu #3μήλο #4θησαυρόμηλος #5apple #6Restart  tweets about the upcoming contest, sponsored tweets  Instagram: photos with unique # (hashtag) about the upcoming contest  E-Radio  Spots (Athens Dee Jay, Nova Sport, kiss, dromos, real, rythmos , rock )  Vodafone cu site  Add a new section for the game
  18. 18.  DISPLAY  Google Display Network Language targeting: Greece Demographics targeting: 18- 24 boys & girls Interest category targeting: technology, games Contextual targeting: Key- words #1vodafone #2vodafone cu #3μήλο #4θησαυρόμηλος #5apple #6Restart Devices: pc, high-end mobile devices, tablets Ad extensions: sitelink & social media accounts  Search Network with Display Select - All features, CPC) • Ad format: text/image  YouTube (CPA) • Ad format: TrueView video in-stream , TrueView video in- search, TrueView video in-display
  19. 19. TRADITIONAL  Print  Metro station (only in Athens)  Outdoor  Printed Figures at Vodafone stores (whole Greece)
  20. 20. DIGITAL  Social media  Facebook Geography targeting: Greece Demographics targeting: 18-24 boys & girls Interest category targeting: technology, games Connection targeting: like pages  status updates with photos about the upcoming contest, photo page post ads, likes/comments/shares of a post sponsored stories  Twitter: Geography targeting: Greece Demographics targeting: boys & girls Interest category targeting: technology, games, similarity to existing followers, keyword search result #1vodafone #2vodafone cu #3μήλο #4θησαυρόμηλος #5apple #6Restart  tweets about the contest, interactive hashtags with players, sponsored tweets  Instagram:  interactive hashtags with players
  21. 21.  Display  Google Display Network Language targeting: Greek Demographics targeting: 18-24 boys & girls Interest category targeting: games, hobbies & leisure, computers & electronics Contextual targeting: Key-words: #1vodafone #2vodafone cu #3μήλο #4θησαυρόμηλος #5apple #6Restart Devices: pc, high-end mobile devices, tablets Ad extensions: sitelink & social media accounts  Search Network with Display Select - All features, CPC) • Ad format: text/image  YouTube (CPA) • Ad format: TrueView video in-search, TrueView video in- display
  22. 22. TRADITIONAL  Print  metro station (only Athens)  Outdoor  Idols of Eve and Snake at Vodafone stores  Disguised Eve and Snake at public squares. (On 3rd and 4th day after the game has started at Athens, Patras, Salonica, Rethymno, Giannena disguised Eve and Snake will be standing for 5 hours (15:00-20:00) at public squares with baskets of apples, SIM numbers, music and face/body- painting. People will see them and approach them wondering what are they doing. Eve and Snake will explain them about Vodafone CU contest. They will also share apples and SIM numbers)
  23. 23. OUTDOORS  Delivery of presents to the winners and video coverage DIGITAL  Social Media  Facebook-Tweeter-Instagram: Announcement status of winners with photos (the winners tag themselves)  YouTube  Upload the videos on Vodafone CU channel  Site of Vodafone CU  Upload the videos, photos
  24. 24.  Username:  Password:  Facebook user name:  Twitter:  Instagram:
  25. 25. Κάνε την εγγραφή σου ΣΥΜΠΤΩΜΑ 7 ΣΟΥ ΑΝΟΙΓΕΙ Η ΟΡΕΞΗ Καλώς ήρθες στον παραδεισένιο κόσμο της vodafone cu! Γίνε και εσύ θεός για μια εβδομάδα και διεκδίκησε ένα από τα 7 προϊόντα της Apple. Κάνε την εγγραφή σου στο Ψηφιακό Κυνήγι Θησαυρόμηλου και ζήσε την εμπειρία με δημιουργικό και διασκεδαστικό τρόπο! Το Ψηφιακό Κυνήγι Θησαυρόμηλου είναι ένα παιχνίδι που διαρκεί μια εβδομάδα και σε ταξιδεύει σε τρεις κόσμους. Αν πρώτος μαζέψεις όλα τα απαιτούμενα μήλα, θα είσαι ένας από τους 7 τυχερούς που θα κερδίσουν τα γευστικά δώρα! Ακόμα περισσότερα δώρα, όμως, σε περιμένουν με.. «παρουσία παίχτη επί της επιφανείας των social media». Ο ιός του restart εξαπλώνεται!
  26. 26. Σύμπτωμα 7: Σου ανοίγει η όρεξη. Για αυτό η Vodafone CU σε καλεί σε φοιτητικό δείπνο για να ..χορτάσεις δώρα! 7 Apple προϊόντα σε περιμένουν. Δήλωσε συμμετοχή στο Ψηφιακό Κυνήγι Θησαυρόμηλου και γίνε ο φοιτητής θαύμα! facebook/twitter/instagram /QR code (Site of vodafone CU)
  27. 27.  “Eve” bites the apple and starts the restart tune.  Then, the following message is on air:  “Σύμπτωμα 7: Σου ανοίγει η όρεξη. Αν και εσένα σου άνοιξε η όρεξη για περισσότερα φοιτητικά δώρα, δήλωσε συμμετοχή στο Ψηφιακό Κυνήγι Θησαυρόμηλου στο site της Vodafone CU και διεκδίκησε τα μήλα σου!”
  28. 28. Ratings: Athens – January 2014  Category : Music  Rock (96.9) sourcehttp://greekradios.gr/radios_det.asp?radio_id=39  Kiss (92.9) source http://greekradios.gr/radios_det.asp?radio_id=35  Athens Dee Jay (95.2) source http://greekradios.gr/radios_det.asp?radio_id=473  Nova Sport (94.6) sourcehttp://greekradios.gr/radios_det.asp?radio_id=37  Red (96.3) sourcehttp://greekradios.gr/radios_det.asp?radio_id=223  Nitro Radio (102.5) sourcehttp://greekradios.gr/radios_det.asp?radio_id=1  Category: News - Music  Real (97.8) source http://passradio.gr/media_player.php?station=62  Category : Greek successes  Ρυθμός (94.9) sourcehttp://passradio.gr/media_player.php?station=44  Category : Foreign & Dance  Mad Radio (106,2) source http://passradio.gr/media_player.php?station=98
  29. 29.  A sound of apple bite is heard and the sound of restart song starts. The narrator says: «Το μικρόβιο του restart μεταδίδεται και το σύμπτωμα 7 σου ανοίγει την όρεξη! Αν και εσύ φοιτητάρεις, μπες στο site της Vodafone CU και δήλωσε συμμετοχή στο Ψηφιακό Κυνήγι Θησαυρόμηλου, μάζεψε τα μήλα και διεκδίκησε 7 προϊόντα της Apple! Καλή όρεξη!
  30. 30.  Facebook: I. photo & «Μην περιμένεις μια αιωνιότητα για να γίνει ένα φοιτητικό θαύμα! 7 μέρες gaming είναι αρκετές! H Vodafone CU σε προσκαλεί στο Ψηφιακό Κυνήγι Θησαυρόμηλου που ξεκινά στις τάδε του μηνός και λήγει στις τάδε. Μπες εδώ (URL), ενημερώσου σχετικά με αυτό και διεκδίκησε 7 Αpple προϊόντα! Δεν σε αρπάζει.. Σε συναρπάζει!» II. Photo & «ΣΥΜΠΤΩΜΑ 7: Σου ανοίγει η όρεξη. Αφού διαβάζεις αυτό το status σημαίνει πως κόλλησες και εσύ τον ιό του Restart. Αντίδοτο? Μπες στο site της Vodafone CU και θα μάθεις τη συνταγή!!!» III. «Άνοιξαν οι ουρανοί και πέφτουν… δώρα!! Κάνε και εσύ την εγγραφή σου στο Ψηφιακό Κυνήγι Θησαυρόμηλου της Vodafone CU και θα σου έρθουν ουρανοκατέβατες φοιτητικές εκπλήξεις!!» IV. Photo & «Μην ξεχνιέσαι! Από αύριο ανοίγουν εκτός από τους ουρανούς και το Ψηφιακό Κυνήγι Θησαυρόμηλου» V. Photo & «Έλα φοιτητόκοσμε πάρε!! Διαλεχτά, ζουμερά μήλα περιμένουν να τα.. Κερδίσεις! Mην αργείς! Από σήμερα ξεκινάνε οι εγγραφές για το Ψηφιακό Κυνήγι Θησαυρόμηλου και ο κόσμος αναμένει τη δημιουργία σου!»
  31. 31.  Twitter: I. «Μόλις μου είπε ένα πουλάκι πως το να κερδίσεις Apple προϊόντα δεν είναι δα και τόσο θαύμα! Δήλωσε συμμετοχή, αν είσαι φοιτητής, στο Ψηφιακό Κυνήγι Θησαυρόμηλου της Vodafone CU και δημιούργησε το δικό σου μηλόκοσμο! Καλή όρεξη!( hyperlink) II. Παίζεις, διασκεδάζεις, κερδίζεις! Άρπαξε την ευκαιρία δηλώνοντας συμμετοχή στο Ψηφιακό Κυνήγι Θησαυρόμηλου της Vodafone CU» III. Έφτασε η μέρα των φοιτητών! Η διαδικασία είναι απλή. “hyperlink” και διασκέδασέ το! Instagram: I. photo & «Αn apple a day keeps…. Apple not far away!» #digitalappletreasurehunt#vodafonecu II. Photo & «Έχεις ήδη κατακτήσει τον ψηφιακό κόσμο μεγάλε φοιτητή. Κατέκτησε και τα δώρα που προσφέρει το Ψηφιακό Κυνήγι Θησαυρόμηλου» » #digitalappletreasurehunt#vodafonecu III. Photo & « Αν ξεχάστηκες λόγω φοιτητικών υποχρεώσεων , σου θυμίζουμε πως σήμερα ξεκινάει το Ψηφιακό Κυνήγι Θησαυρόμηλου. Μην χάνεις ώρα. Κάνε την εγγραφή σου»
  32. 32.  Συγχαρητήρια! Μόλις έκανες την εγγραφή σου στο Ψηφιακό Κυνήγι Θησαυρόμηλου της Vodafone CU και κόλλησες το μικρόβιο του Restart! Το Σύμπτωμα 7 θα σου ανοίξει την όρεξη! Για ορεκτικό μόλις κέρδισες x omilia/x SMS/x MB. Καλή επιτυχία!
  33. 33.  Facebook: I. «Σύμπτωμα 7: Σου ανοίγει η όρεξη! Και ενώ ο πεινασμένος καρβέλια ονειρεύεται εσύ μάζευε όσα περισσότερα μήλα μπορείς και διεκδίκησε το δώρο σου! Το παιχνίδι ξεκινά!» II. «Σου κόπηκε η μηλιά?? Κάνε comment τον αριθμό του επιπέδου που βρίσκεσαι και το επόμενο status θα σου αποκαλύψει ένα hint!» III. «Και είπεν ο Θεός: “Ας γεννήσωσι τα ύδατα εν αφθονία νηκτά έμψυχα” και η vodafone cu είπε: “Ας ανοίξουν οι πύλες για τον τρίτο κόσμο”. Και το παιχνίδι συνεχίζεται!» IV. «Έφαγες το μήλο σου σήμερα? Όχι? Συνάντησε την Εύα και το Φίδι από τις τάδε μέχρι τάδε στην πλατεία τάδε.. Και ζωγραφίσου! Ψήσου.. » V. Αν είσαι στο δρόμο και πεινάς πετάξου σε ένα κατάστημα
  34. 34.  Instagram I. Photo & «ανέβασε φωτογραφία που να δείχνει σε ποιο επίπεδο βρίσκεσαι και το επόμενο restart επιπέδου θα είναι free!» #digitaltreasurehunt#vodafonecu II. Photo & «Ανέβασε μια φωτογραφία τρώγοντας μήλο και θα κερδίσεις ένα hint για τον 3ο κόσμο» #digitaltreasurehunt#vodafonecu III. Photo & «Συνάντησε την Εύα και το Φίδι αύριο στις τάδε πλατείες από τις 15:00-20:00, ζωγραφίσου, ανέβασε τη φωτογραφία και τα περισσότερα like θα κερδίσουν extra χρόνο στον 3ο κόσμο.» IV. Photo & «πήγαινε σε ένα κατάστημα της Vodafone, φωτογραφήσου σαν Εύα ή φίδι, φάε ένα μήλο, ανέβασε τη φωτογραφία και κέρδισε ένα κομμάτι ζωής»
  35. 35.  Twitter: I. Και ο θεός είπε: “Ας βλαστήση η γη χλωρόν χόρτον, χόρτον κάμνοντα σπόρον, και δένδρον κάρπιμον κάμνον καρπόν κατά το είδος αυτού” και η vodafone ειπε cu είπε: χρησιμοποίησε αυτό #digitaltreasurehunt#vodafonecu και κέρδισε ένα σπόρο ζωής II. «Η Εύα και το Φίδι σε περιμένουν στην Πλατεία από μεχρι τις . Σε περιμένουν για δημιουργίες III. «Ένα μήλο την ημέρα κάνει την κρίση πέρα. Πέρνα από το πληρέστερο Vodafone CU κατάστημα και ξεγέλασε την πείνα σου με ένα μήλο»
  36. 36.  Facebook I. «Όλα τα ωραία κάποτε τελειώνουν.. Το Ψηφιακό Κυνήγι Θησαυρόμηλου ολοκληρώθηκε και βραβεύει τους νικητές του. Ευχαριστούμε @winners’ name για τη συμμετοχή! Είθε να είστε όλοι τυχεροί και να μη σταματά να.. σας ανοίγει η όρεξη!!  Twitter I. This the end! A happy end! Congrats to @twitter names  Instagram I. Photos with the winners & «Μπράβο στους νικητές μας. Cheeeeese! #digitaltreasurehunt#vodafonecu
  37. 37.  Game: Nowadays, Technology is part of the everyday life of young people. Among their activities, Gaming has a significant role. So the digital Appletreasure hunt responds to real time events through digital.  Apple Awards: As soon as, we grow up, we get in touch with technology, and especially with gadgets. We always want the best gadget at its latest form. By having an Apple product at your disposal, you instantly get prestige. Apple products represent the most loyal, most favorable and also, one of the most expensive brands in the world. The young people will feel that the Vodafone CU brand gives them solutions in the middle of economical crisis.  Eve and Snake Concept: Based on the campaign of Vodafone CU (Restart), we parallel with the creation of the world (God built the world in 7 days – 7 days duration of the game). The Re-genaration among RE-start, RE-establish and Re-create is few of the things that Vodafone CU is trying to promote with their new campaign. Moreover, the resistance of Eve for disobeying the God’s advice and biting the forbidden apple can be related with the continuously resistance of young men and women. The symptom of the virus is that you get hungry! (Σύμπτωμα 7: Σου ανοίγει η όρεξη)  CU Number & QR code of student pass on Registration: Those are our restrictions for the users of our game. We want JUST the users (Mostly college students) of Vodafone CU. As soon as, people get to know about this fascinating competition, they will get motivated and they will sign up with Vodafone CU for playing this fascinating game in order to compete and win the ultimate awards.
  38. 38.  What: application  Where: on mobiles  When: till update  How: free download from Apple App Store, Windows Phone Store & Google Play Market  Why: have fun & win x MB (only by Vodafone CU users)  Who: whoever knows how to speak the Greek slang language (young people)
  39. 39.  There are 5 buttons-options.  PLAY: The player just plays hangman with Greek slang words and phrases. He will be able to know his ‘’καφρίλα’’ percentage through a scale.  PLAY & WIN: ( only for Vodafone CU users) Τhe player has the opportunity to play slangman and win extra MegaBytes once per month. In order to win this present he will have to find 5/20 correct words and phrases. If the player wants to maximize the extra megabytes, he will have to have the next 5 words or phrases correct.  SOUND: The player has the option to minimize or maximize the volume of music.  ‘’ΚΑΦΡΙΛΑ’’ PERCENTAGE: It is the percentage of the player’s correct words and phrases. It displays how “κάφρος “ you are.  ABOUT: «Παίξε Slangman και εκφράσου ελεύθερα! Ο κόσμος σου είναι μοναδικός! Όταν μάλιστα συναντά τον ψηφιακό όλα παίρνουν (Μ)εγάλη (Β)αρύτητα. Αν θες να δώσεις και άλλο βάρος στο σερφάρισμά σου παίξε & κέρδισε πολλά MB!»
  40. 40.  play  play & win  sound  ‘’καφρίλα’’percentage  about
  41. 41.  Ξεκόλλα  Τσπ  Πσκ  ψήνομαι  Restart  Σύμπτωμα  Σολάρω  Γουστάρω  Καφρίλα  Κάγκουρας  Hipster Μπηχτή Άραξε Πένα Βούρ Χειώνω Δεν την παλεύω Καις φλάντζα Κλάιν μάιν Κοζάρω Λέρα Μην φας έχουμε γλαρόσουπα Μπίρι μπίρι
  42. 42.  Μούφα  Μπανίζω  Ούτε με σφαίρες  Όχι άλλο κάρβουνο  Πακέτο  Πήζω  Ρούφ  Σούξου Μούξου Τζάμι Τίγκα Τσάγεια Φόλα Φρικάρω Χαβαλές Omg LOL
  43. 43. DIGITAL  Display  Google Display Network Language targeting: Greece Demographics targeting: 18-24 boys & girls Interest category targeting: technology, games, apps Contextual targeting: Key-words: #1vodafone #2vodafone cu #3slangman #4slang #5hangman #6app #7Restart Devices: pc, high-end mobile devices, tablet Extensions: sitelink, Store link  Search Network with Display Select - All features (CPC) • Ad format: app/digital content with image  Mobile Language targeting: Greece Demographics targeting: 18-24 boys & girls Interest category targeting: technology, games, apps Contextual targeting: #1vodafone #2vodafone cu #3slangman #4slang #5hangman #6app #7Restart Devices: high-end mobile Extensions: Stores  Display Network on mobile apps (Click-to-download) • ad format: app promotion digital content with image
  44. 44.  Vodafone cu site  New section  Social Media  Facebook: Geography targeting: Greece Demographics targeting: 18-24 boys & girls Interest category targeting: technology, games Connection targeting: like pages  status, mobile app install ads, app shared sponsored stories, creation of app page  Twitter: Geography targeting: Greece Demographics targeting: boys & girls Interest category targeting: technology, games, similarity to existing followers, keyword search result #1vodafone #2vodafone cu #3μήλο #4θησαυρόμηλος #5apple  status, sponsored tweets  Instagram: photos with hashtags
  45. 45.  Στο σπίτι του κρεμασμένου δεν μιλάνε για σκοινί! Αλλά με τόσα ΜΒ που κερδίζεις, δεν είναι κρίμα να μην το μεταδώσεις? Μόλις λύθηκε ο κόμπος και xMB πιστώθηκαν στο λογαριασμό σου. Καλό σερφάρισμα!
  46. 46.  Facebook I. «Τα ‘μαθες τα νέα? Ο κρεμασμένος MB ονειρεύεται. Μην αναρωτιέσαι! Μπες στο site της Vodafone CU και ανακάλυψε πρώτος το Slangman! Ο ιός δεν σταματά να μεταδίδεται! Σύμπτωμα 8: Εκφράζεσαι απεριόριστα»  Twitter I. «Φίλε.. μην κρεμιέσαι! What? Απρεπής γλώσσα και MB πάνε μαζί. What? Μόνο στη Vodafone CU εκφράζεσαι ελεύθερα και κερδίζεις. Ανακάλυψε το Slangman και παίξε για να κρεμαστείς! Σύμπτωμα 8: Εκφράζεσαι απεριόριστα»  Instagram I. Photo & «Θες να εκφράζεσαι ελεύθερα και να κερδίζεις MB? Μην παιδεύεσαι. Η Vodafone Cu σου λύνει τη .. θηλιά! Σύμπτωμα 8: Εκφράζεσαι απεριόριστα» #slangman#vodafonecu
  47. 47.  Σύμπτωμα 8: εκφράζεσαι απεριόριστα! Για αυτό η Vodafone CU σε επιβραβεύει όταν το κάνεις! Slangman και κρεμάστηκες!
  48. 48.  App: From the beginning of our day, we get in touch with technology and with our mobile phones. However, nowadays we do not call them mobile phones but we call them smartphones. Since their ability cannot be measured we are using them for all kind of tasks. In order to be more “smart”, our phones use APPS for our own convenience. There are lots of apps in the digital market but the majority of them are funny apps and gaming apps. Cause after all we all need to laugh   Hangman: PLAY -> It is the typical game that we used to play in our childhood. However, this cannot be used for motivation to a user in order to download it. So, we added the feature of Slang language, which is a characteristic of how the youngsters communicate. Also, the usage of slang can mostly found in Vodafone CU spots or status updates on Social media platforms. The symptom of the virus is that you express yourself unlimited (Σύμπτωμα 8: εκφράζεσαι απεριόριστα)  PLAY & WIN -> The user apart from having fun he has also the motive that by just playing SLANGMAN he can earn free MegaBytes (MB) for surfing the internet via his smartphone. Therefore, Vodafone CU is showing to young people that their thoughts and their demands can be real, and they can meet their needs by just being users of their mobile network.
  • spyroslangkos

    Jul. 15, 2016

During the 5th semester of Communication, Media and Culture department (AD&PR Lab) of Panteion University, we were asked to present two ideas, an online activation and a restart action, in order to promote Vodafone CU, "Restart" campaign.

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