Vodafone wants people to make the most of now. To get out and live in the moment, not in the past, to do those things they’ve always wanted to do one day.
As a core element of an integrated campaign, we needed to create a digital experience that would deliver this brand message, as well as drive traffic to Vodafone Australia’s website.
Rather than tell people what the Vodafone brand stood for, we wanted to demonstrate it. We decided to create a website that would inspire and facilitate people, helping them to really make the most of every moment. To make the site truly engaging and shareable, we had to make the technology truly innovative, creating a rich experience that would get people talking.
With a backend pulling in content from Google Maps, YouTube, Delicious, Digg, Twitter and Flickr, the site gave users the inspiration and the ability to make their One Day happen. They could watch videos, view photos, and find links to blogs and other sites focused on their wish, and even get the phone number and a map to someone near them who could make it all happen.
To help spread the site, users were able to share their One Day wish with friends through social networks and email, turning the site into a social media phenomenon, with people across Australia asking “what do you want to do one day?”
Clemenger BBDO Sydney engaged Reactive to design and develop the Web site and online advertising for the Vodafone ‘make the most of now’ campaign.
|Live date:||Jun 2009 - Aug 2009|