Vodafone had just launched their TV product – an amazing plug and play device that turns a TV into a smart TV and brings your favourite TV, apps, entertainment and channels all together in one handy place.
Naturally Vodafone wanted to cross-sell this to their customers, but in an overcrowded market, how could we rise above SKY TV, Freeview, Apple TV and all the other viewing devices?
How could we show our customers that this was a superior product and the last box they’d ever need to buy?
With Christmas just around the corner, we decided to test two approaches. The first approach focused on Vodafone TV being the perfect solution for those who are tricky to buy for in the festive season.
What do you get the person who has everything? The answer being Vodafone TV – the place to put everything.
The second approach rode on the back of the highly visible and successful brand TV work from our colleagues at DDB featuring the renowned Kiwi actor Cliff Curtis. The many personas of Cliff aligned to the many different style of entertainment that were now available ‘all in one place’.
Timing is everything. And by intentionally going out to our customers around Black Friday, we learned just how much of a bargain everyone expects!
From this campaign we gained valuable insights into pricing, positioning and product cross sell to a loyal customer base.