5G is only used in very few areas in Turkey and is not available commercially. Therefore, 5G's awareness is quite limited. Although 5G technology is known to be faster than 4G, it has the potential to change many systems and the way businesses are conducted besides just being fast. Thanks to 5G's high data rate, low latency, and bandwidth, it will enable technologies that will affect people's lives, from remote surgery to self-driving cars.
Objective:
Vodafone has been working on the development of 5G technology since 2016 and offers 5G services in 12 countries. In Turkey, it was anticipated for BTK to organize a frequency tender bid to have the 5G infrastructure to be put in use. With this communication, Vodafone aimed to both create 5G awareness and strengthen the brand image by creating awareness that Vodafone is a global and pioneering company in 5G technology.
Target Audience:
Since 5G wasn't a technology offered to the end user in Turkey at the time, the company's main goal was to raise awareness about the possibilities that technology will bring to people's lives by addressing Vodafone users first, but to everyone in the big picture.
Creative Strategy:
Vodafone wanted to create excitement about 5G and focused the unifying power of 5G's simultaneous connectivity. On April 23, National Sovereignty and Children's Day, when the children of the world come together, the company set up a concert that brings children together despite the physical distance between them.
Vodafone reflected Nil Karaibrahimgil on the stage at Vodafone Park with 5G hologram technology. The singer celebrated the enthusiasm of April 23 with the live orchestra on the stage and the hologram of children from 10 different countries.
Context:
This was the first year of the campaign and there were no previous efforts to make a comparison.
Overall Campaign Execution:
Vodafone ensured that the festive enthusiasm and joy in its original content amplified all over the country with the partnership of one of the biggest media groups in Turkey, including live broadcast on CNNTürk. The company also broadcasted the live concert on VDF YouTube channel.
During the concert, Vodafone enabled its audience to share their joy and enthusiastic messages from the screen on the stage which ignited social media spread of the concert. The stadium concert, which was held with 5G hologram and AR technology, became news.
Further, 31 percent of its digital spending came from mobile communication. In addition, Vodafone also reached the parents with retargeting through concert announcements from YouTube Channel.
Mobile Execution:
The concert was re-released on TV the next day by popular demand. Vodafone had two live TV broadcasts before and during the comms on CNN Türk and YouTube Live. Vodafone also placed TV ads and advertorials in CNN Türk, Kanal D, and put out a Survivor Advertorial along with subbands.
Along with outdoor and radio communications, Vodafone depended on digital communications; its mastheads on YouTube, CNN Türk, and Hurriyet helped the company reach the target audience. Vodafone also had rich media uses on sites like Sözcü. Further, the company sent out push notifications and set bumpers/instream on Hurriyet, Instagram, and Facebook, along with social posts.
Vodafone invested in TVC, editorial news interviews, prints, and more Survivor advertorials and subbands, as well as placed digital native advertorials and video ads on the live roll in channels like ATV, Star, and Kanal.
Vodafone became the first brand ever to organize a hologram concert in Turkey by bringing 10 children together using 5G technology, despite the physical distance between them.
As a result of the campaign, Vodafone achieved 35 million reach, 664,000 clicks, and 6.2 million video completions with a total of 3 frequencies. Further, TV broadcasts reached 250,000, and YouTube live broadcasts reached 12,000 viewers. Public transport screens reached 2 million views and 6 million radio listens. Mastheads reached 8 million clicks and media usage reached 275,000 clicks. After communication, the company achieved 17 million reach in TVC.
