Vodafone Family
Our challenge was to increase Vodafone’s ‘Family’ product amongst key Pay Monthly customer segments. Following the above-the-line outdoor creative route of ‘balls of wool’ and the headline ‘Be closer knit with unlimited family calls’, a direct mail piece was developed which really demonstrated the idea of being closely knit. The piece surrounded a sliding mechanic featuring the ‘balls of wool’, that when pulled apart showed a knitted piece featuring the same above-the-line headline. Results to date have exceeded expectations, with the uplift in Vodafone ‘Family’ providing a 3% response rate.
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