Advertising Agency: Redorange
“Vodafone have to stand out amongst 50 odd different exhibitors on University Campus during Fresher’s Week”.
How we did it
According to a recent student survey conducted by Vodafone, students were considering Vodafone’s offers as not appealing enough or unsuitable for them. Redorange were assigned by Vodafone the task to come up with a package name, identity and concept that would deliver results.
“During our brainstorming session we came up with several ideas, some of which were good, some verging on the genial (kidding) and others outright wacky” Redorange’s Creative Director Ms Lara Parker told REDWHITEmt.
“Well, this time round we decided to push the boat out, so we gave birth (excuse the pun) to the concept “What colour are you?”.In collaboration with Vodafone we designed four student packages which were colour coded, each relating to a coloured condom.”
- Play Now was associated with colour orange
- Play Daily was associated with colour purple
- Play Weekly was associated with colour green
- Play Monthly was associated with colour yellow
Given that this approach was entirely unrelated to mobile services and telephony served a twofold purpose. It rendered this initiative more interesting and appealing to the target group and it projected Vodafone Malta as daring and innovative.
“We were fully aware of the endless debates as to whether the University of Malta should, or should not, have a condom vending machine on campus. We were also sure that this promotional stunt would stir up some controversy and could have serious implications had it been stopped at inception. To steer away from this we decided to introduce a challenge, whereby students who were given a condom attached to the promotional flyer, were asked to think of a best creative alternative use for it (unrelated to sex), and participate in a competition to win a BlackBerry phone.”
The campaign was given a little twist by replacing the condoms with coloured lollipops when it came to students attending Junior College and MCAST (the under 18′s).
Post Campaign Results
The campaign was a hit during Freshers’s Week and generated endless debates on various media channels. It featured on a daily basis on the Times of Malta, timesofmalta.com, MaltaStar, YouTube, The Insiter Magazine and various other channels.
This was the most successful and daring student campaign ever entertained by Vodafone Malta.
Above concepts are credited to Lara Parker (Creative Director) and were developed together with the Redorange team.