It presently has operations in 25 countries across 5 continents and 40 partner networks with over million customers worldwide.
Vodafone owns and operates networks in 21 countries and has partner networks in over 40 more. Many mobile users have received roaming offers from their local telecom providers. The only thing triggering our emotions is the huge phone bill we receive a month after we get home from a trip.
However, roaming is also about travelling, which is a nice thing.
The reality is that in the 21st century we are going to use our phone on vacation… so why not get a good deal? In this case it was honestly a good deal. So usually there would be a Twitter announcement: This time, Vodafone really had a good offer for roaming.
The key was to find something attractive about roaming to communicate this good news. The companies have flooded us with offers. Another plus — it makes monitoring the social buzz a lot easier. At any time of the day you would have different hashtags popping up. This was the beginning of a great idea for the campaign.
The campaign suggested that users choose their holiday destinations based on which hashtags, such as YOLO you only live once or romance, were currently trending. YOLO you only live oncefoodporn or romance.
The only obligation was to send an invitation to one of your friends as travel is most fun with friends. Every week, all people who have booked the trip received a notification that the check-in had started. The first person to check-in won a real trip to their chosen destination.
Banners and a YouTube video promoted the campaign via social media. A special algorithm helped to monitor the most trending hashtags of the week.
In the first week, the most popular hashtags were YOLO and touristshit. The campaign lasted for 6 weeks with 2 winners announced each week.
Mervyn ten Dam says: They were okay with that and we got our own section on their website. It was about giving some entertainment value first. Roaming is travelling and travelling is enjoyable! In this case roaming is about something fun — travelling, not about data. Here you can put a lot of creativity in.
In the end it is all about grabbing attention. If somebody booked our holiday, then we would mail them the offer. You have the contact moment and people coming back to you.Vodafone’s Marketing Strategies: Hutch to Vodafone Vodafone’s new advertising campaign in India carried on with the same popular pug that has become a brand ambassador for Hutch.
‘Where ever you go, our network follows,’ was the previous slogan with the pug following the child wherever he goes.
The Role of Marketing Research in Managing Customer Relations Defining Marketing Research Marketing research is defined as a form of applied sociology that concentrates on understanding the behaviors, whims and preferences, of consumers in a market-based economy.
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