Vodafone Italy
Vodafone Italy is a subsidiary of Vodafone Group Plc, the worlds leading mobile telecommunications company with a significant presence in Europe, the Middle East, Africa, Asia Pacific and the United States. With over 30 million customers, 83 offices and total revenues of 8,159 million Euros in 2008, Vodafone Italy is the second largest mobile network operator in the Italian market.
Objective
- To increase ARPU figures during the promotion period
- Enhance brand awareness and consolidate the Vodafone “life is now” claim
- Create buzz through impact of prizes and media campaign
- Strengthen brand loyalty
Zed Solution
- Turnkey Zed Megapromo project leveraging leadership in the Italian market
- Optimized media plan to obtain maximum efficiency
- Prize selection with the objective of achieving massive participation
- Day-to-day management to secure the best possible player experience
Results
The “100 SLK in 100 giorni” (100 SLK in 100 days) campaign, featuring Italian footballer Gennaro Gattuso, obtained spectacular results: Media campaign, bulk recruitment and play rate was optimized to deliver a spectacular aggregate ARPU increase during the duration of the MegaPromo.
Client Satisfaction
Vodafone Italy was overwhelmingly pleased by the results of the Zed Megapromo:
"Based on that experience we consider Zed a trustable partner in that field, as proven through Zed's efficient and very professional collaboration in key projects for Vodafone like the most recent 100 days- 100 SLK promotion. We will continue to consider Zed as a preferred partner for the development of advanced MVAS projects in the future".
-Cesare Bisio, Head of Premium Services and Mobile Advertising, Vodafone Italy.
