Fold
Issue 11 | July 2009
Agency
AIM Proximity Auckland, New Zealand
Creative Team
Executive Creative Director, Colenso: Nick Worthington, Creative Director, AIM: Dave King, Executive Director of Innovation/ Digital, Colenso: Adam Good, Head of Interactive Art, AIM: Aaron Goldring, Digital Creative Director, Colenso: Aaron Turk, Copywriter, Colenso: Mick Stalker, Art Director, Colenso: Sarah Long, Art Director, AIM: Paul Pritchard
Other Credits
Managing Director, Colenso: Brent Smart, Senior Account Director, Colenso: Celeste Pullman, Account Director, AIM: Sandra Bell
Date
2008
Background
When it comes to technology leadership, Vodafone New Zealand is light-years ahead of its main rival, Telecom, with better products and services that allow their users to do more. Unfortunately, public perception was the other way round.
Idea
Rather than get bogged down in technical detail, the strategy was simply to show the cool things Vodafone customers can do. The creative device was folding; to fold maps, TV, even the entire internet onto a mobile phone.
The campaign started with a TV ad, but there were magazine ads, POS and SMS messages all directing traffic to a new website and/or instore.
Results
Over 35% of competitor customers are now considering switching to Vodafone. The PXT part of the campaign generated a 26/9% clickthrough rate (against an average of 4% in New Zealand generally). Vodafone Australia has taken up the idea and is running the campaign in their country.
Our Thoughts
The brief for this would probably have been a long list of all the different applications available with Vodafone. Horrible. Organising ideas are more often than not the province of the strategist but in this instance I’m pretty sure it was the creative team who came up with the simple solution of ‘folding’.
My favourite execution in the campaign was the press ad for ‘Compass’, with the map of the city tipped on to the page.